National Jeweler Network

Online Retailing

Kohl’s takes integrated approach to Black Friday

November 22, 2013

Menomonee Falls, Wis.--Kohl’s Department Stores is teaming up with Jennifer Lopez, one of its collection designers, to launch an on-air and online Black Friday campaign that will include a preview of the singer’s new branded line of fine jewelry.

Titled “Choose Your Own Black Friday,” the holiday campaign will appear during the 2013 American Music Awards (AMAs), which air Sunday at 8 p.m. on ABC.

Seven commercials have been created, but only four will air during the broadcast.

Each spot features a choice of two ways that Lopez can get to the AMAs, and Kohl’s will allow American consumers to decide which path the singer and actress also known as J.Lo takes with real-time voting on the Get Jennifer There website or via a hashtag on Twitter.

The votes and social conversation will be measured, and consumers’ choices will air live during the awards. After the last spot airs, Lopez will perform live on the show.

The other three commercials will be available on the Get Jennifer There website after the AMAs.

The spots also feature a sneak peek of the new JLove fine jewelry collection, which will be available exclusively on Kohls.com beginning Sunday.

“Creating immersive experiences for viewers is a core catalyst in driving successful advertising initiatives,” said Geri Wang, president of ABC Sales. “That’s why ABC is so proud to have partnered with Kohl’s and the AMAs in facilitating this opportunity, connecting both East and West Coast viewers in real-time with the Kohl’s ‘Get Jennifer There’ experience.”