I just shipped my pants

Kmart has just released an ingenious advertisement that has the entire online community buzzing.

The jury is out on a new Kmart ad that uses sleight of mouth to promote a free shipping service. The online video shows customers who exclaim that they are going to "ship their pants" through a Kmart delivery program -- but it sounds as if they are using a vulgar word that sounds very much like ship. Some social media users deemed the commercial, created by ad agency Draftfcb Chicago, "gross" and "vulgar," while many gave kudos to Kmart for having an edgy sense of humor. But even with the negative comments, Kmart got what it wanted: Millions of potential shoppers now know that it offers free shipping for members of its "Shop Your Way" program when the product they want isn't in the store. People are writing about it," she says.

I just shipped my pants

.

Facebook Twitter Email.

.

The viral hit should give the struggling retailer some much-needed buzz. It might also call attention to why some shoppers stopped going to Kmart. In the pantheon of big-box general merchandise retailers , Walmart is the pound gorilla, inexorable in its pursuit of efficiency and cheap prices. Target is sort of the hip one. Not because of the faux-scatological content per se — though that did raise a few eyebrows — but because this somewhat edgy and definitely funny ad came from such a tired snooze of a retail brand. The goal was to just create a funny, compelling commercial that promoted the service. Stein says everyone loved it.

I just shipped my pants

The big box behemoth has come out with another "Ship My Pants" tee-hee, get it? Watch above as Bob Cratchit asks the Kmart clerk, "Ship my trousers? Even Scrooge himself declares, "I just shipped the bed! The ad promotes Kmart's policy that if shoppers can't find something in-store but it's available online, the retailer will ship it for free. Kmart has been jazzing up its marketing lately.

Deathtouched catacombs

The goal was to just create a funny, compelling commercial that promoted the service. Facebook user Sean Farrelly acknowledges that the ad will upset and irritate some, but thinks Kmart will reap overall rewards. One day you can be the top dog, the next day you can be at the bottom of the pit — and vice versa. Think outside the box and challenge yourself. It is, however, a start. If brands can delight their customers enough with things such as a killer ad campaign, customer service or an in-store experience, that customer is more likely to become a brand advocate that will promote your brand to their friends and family. Kmart is still open? Hopefully the right moves will be done internally i. Kmart should also focusing on integrating this campaign into print, a microsite, billboards, social media, mobile and events to really drive the message home. Nearly 18, Facebook users shared the video, which Kmart posted on its official Facebook page, with others on that site. These are some communication ideas to consider when trying to get your own campaign to make a splash. Still, she says, the retailer can't just run a one-off ad and expect sales to increase. It also has to make sure that other aspects of its business are consumer-friendly, such as interesting merchandise, and have great customer service. Facebook Twitter Email.

.

Think outside the box and challenge yourself. Still, she says, the retailer can't just run a one-off ad and expect sales to increase. Simply giving your consumers what they want is a shortcut to predictability, mediocrity and invisibility. In just 2 weeks, the YouTube video has amassed 15 million views and 73, Likes. Kmart's latest web ad has customers excited to "ship my pants. Show Caption. That comment had likes. The video used profanity that no other major brand had ever dared to use, and put K-Swiss top-of-mind again for consumers. Test concepts on social media. And they are only just starting to roll out their TV spots this week.