Thursday, October 24, 2013

11526: ‘Ship My Pants’ Ships Out.

A news report indicated the Kmart CMO responsible for the “Ship My Pants” campaign took a new job with Big Lots, which undoubtedly has Draftfcb executives shitting their pants. Moving from Kmart to Big Lots is like going from Draftfcb to, well, Draftfcb—it’s swapping one outhouse for another.

‘Ship My Pants’ guy joining Big Lots to boost viral marketing

By Dan Eaton, Staff reporter—Business First

Would Big Lots Inc. be willing to ship its pants for younger consumers?

The Columbus-based closeout retailer Monday announced the hiring of Andrew Stein as senior vice president and chief customer officer. Stein is former chief marketing officer of Kmart and was part of the team behind that chain’s popular, award-winning — and delightfully juvenile — Ship My Pants ad campaign.

Stein will be in charge of Big Lots’ marketing, advertising and brand development, including beefing up the retailer’s online presence through, digital marketing and social media.

CEO David Campisi said in a press release that Stein will help evolve the advertising strategy from traditional print and television to the new digital age via social media, blogging and viral messaging to “reinvigorate the Big Lots brand with our core customer and reintroduce us to a customer segment that hasn’t been fully engaged recently.”

Ship My Pants is a nice viral bona fide in that respect, with 29 million views on YouTube.

No word was mentioned about ecommerce. Big Lots dabbled in online retailing several years ago under previous CEO Steve Fishman but stopped. Campisi has said the company is looking into ecommerce and could have a plan in 2014.

Big Lots (NYSE:BIG) has 1,524 stores in the U.S. and 79 stores in Canada operating as Big Lots, Liquidation World and LW.

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