BlueLight Works Overtime on Holiday Promos

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Not content with just one holiday marketing campaign, Kmart's BlueLight.com is promoting several sweepstakes at its site and in Kmart stores.


Reaching out to Hispanics, Kmart, BlueLight and Procter & Gamble are teaming up in an offline and online campaign featuring P&G's Avanzando con tu Familia, a community outreach program aimed at fostering personal and professional advancement among Hispanics.


BlueLight will award 10 grand-prize winners in the Avanzando Family Computer Sweepstakes with a BlueLight True Blue PC and monitor, along with an extra computer and monitor to donate to the national charity of each winner's choice. Running through Dec. 31 online, shoppers also were able to enter the sweepstakes for two days in select Kmart stores.


"It corresponded with the launch of our free [Internet service provider] in Spanish," said Sasha Petrosky, manager of sweepstakes and promotions at BlueLight.


The Avanzando sweepstakes, along with several others, generate about 50,000 entries each, Petrosky said. "They build a lot of customer excitement, and help us meet our marketing goal of capturing e-mail addresses," she said. A majority of shoppers submitting entries via e-mail opt in for future promotions, she said.


Meanwhile, BlueLight enlisted Hickory Farms for its Stay Home for the Holidays promotion. The two will give away $1,000 and a Hickory Farms Holiday Buffet for 15 people. "The theme is, 'this holiday season, we'll cater your party for you,' " Petrosky said. A selection of foods will continue to arrive throughout the year, along with a one-year membership in the Gourmet Food of the Month plan.


In its Holiday Countdown, BlueLight is awarding cash discounts, free shipping, gifts with purchase and $5,000 worth of Kmart Cash Cards to 50 winners daily.


"We handed out postcards in stores that had two focuses: you get to choose free shipping or free gift with purchase," Petrosky said.


BlueLight also is playing up its X-Men Store with a sweepstakes running through Dec. 31. To promote the debut of the X-Men Store and the release of the "X-Men" movie on video and DVD, BlueLight is giving away an X-Men watch with the purchase of the video or DVD. In addition, a grand-prize winner will receive a home entertainment system with a 36-inch television, a DVD player, a VCR and the X-Men video and DVD.


BlueLight also is debuting its Sesame Street Specialty Store with a CinderElmo Sweepstakes. When BlueLight and Kmart customers use their MasterCard to make purchases, they are automatically eligible for a chance to win a Sesame Street Live Weekend for four in New York. The promotion runs through Dec. 16.


Another sweepstakes awarded a trip for two to Tampa, FL, for the Super Bowl. Partnering with Sunny Delight and Pringles, the grand prize includes air fare, hotel accommodations and tickets to a pre-game party.


Kmart advertised all of the sweepstakes in its circulars, on Yahoo and on BlueLight with banner ads and a separate sweepstakes page. "The incentive for building the sweepstakes/bonuses page was that, if someone is interested in sweepstakes, they'll always know where to go," Petrosky said.


Some shoppers also registered for the sweepstakes via kiosks in select Kmart stores. "It's a new program we're trying near the holidays," Petrosky said.

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