When I think of Sears, I think of those Levi knockoffs my mom made me wear in middle school. I think of boring, not-so-flashy, moderately priced clothes and reliable tools and appliances. I don’t think zombie viral marketing.
Surely, when one of America’s stodgiest brands rolls out an undead advertising campaign, it’s a sign that the whole zombie phenomenon has jumped the shark.
The downside to this campaign is that it opens the door for some jokes at your brand’s expense (the undead aren’t known for their taste in clothes). The upside is that creating a zombie shopping section is a sure-fire viral hit. Or maybe not. Its “Fitness for zombies” YouTube video had a mere 84,00 views as of the morning, even though the campaign was launched days ago. It’s also interesting that while there is a Twitter link on the Sears zombie page (with a puny 700 followers), there is no Facebook tie-in. A search on Facebook for “Sears zombie” doesn’t turn up an official page, either.
So, give the Sears creative team credit for generating buzz but overall it’s a fail for some sloppy execution and miserable social media promotion.