If you were tuned into MTV last 11
th of August, then you might have caught the premiere of their new series
The American Mall. If you caught the first show, then you probably noticed the uncanny presence of Sears Yes, the department store/retailer giant.
The series, which is about a couple of friends who work in the mall over the summer, also featured numerous appearances of Sears. In form of: locations, sporting goods, apparel and shopping bags, which were often carried by the extras.
In addition to that, co-branded commercials were aired during breaks. Plus, as claimed by Sears, they will also be investing in all sorts of promotional material for the brand and the show. One of the promotional activities that are planned is the SEARS VIP access cards for young adults, which will be given away through radio promos of
The American Mall.
Behind-the-scenes features of the show are downloadable from the Sears
microsite.
According to
The School Library Journal, MTV reach 387 million households worldwide, and their audience is 198% more likely than all
U.S. 12-34 year-olds to reside in homes with a household income greater than $75K and represent $250 billion in spending power. By the year 2010, young adult spending power is projected to be $350 billion.
Aside from this untapped source of profit, Sears is also looking to take center stage in the "teeny bopper" market. The show gives the company an opportunity to present Sears to young adults in a new way - fashionable, cool, hip and trendy.
