“My Limo” was developed as an online, Kmart-branded music video within the US. It fell under commercial use and had few branding restrictions.

Instead of a typical back-to-school campaign, we wrote an original rap song and partnered with a well-known all-kids hip hop group called Da Rich Kidzz to produce a full-length promotional music video – “My Limo”. By pairing Kmart and Da Rich Kidzz, we put Kmart in the center of the back-to-school conversation, by showing our target’s heroes singing about Kmart in their voice, endorsing Kmart products.

'My Limo' quickly went viral achieving over 2.9 million online views, 100 times more views than any competitor. It reached 38,000 Twitter mentions and 47 million social impressions. In addition, agreement with the statement 'my kids will think Kmart’s clothes are cool' scored 147% above category norms proving that 'My Limo' gave Kmart the street cred it needed to succeed during this critical retail period. Sales in kids apparel and footwear were up an unprecedented 8%. 'My Limo' helped Kmart’s total digital effort surpass 70 million views making Kmart the most viral retail brand of the year.