Kmart is offering consumers to be one of 14 lucky contestants to appear on “Ridiculous Cash Bash,” a game show that rewards contestants for their ability to live life to its fullest and who aren’t afraid to show it. The show will air on the Game Show Network on Dec. 20 as part of its holiday marketing.
The game show promotion is reminiscent of the early days of TV when game shows were sponsored by a single product.
Potential contestants over 18 can send in a video demonstrating a “ridiculously awesome talent”. the user-submitted videos will be judged for creativity, originality and entertainment value. The 14 chosen contestants will win a trip to Hollywood to film the game show hosted by Cooper Manning of Fox Sports’ “The Manning Hour.”
Contestants will compete for thousands in prizes and points that can be spent as cash for Kmart Shop Your Way rewards members. The contestants will be teamed up to work together on a series of challenges. The final challenge will be a race to the summit of Bluelight Mountain, referencing the iconic Kmart’s Bluelight Special deals.
This an excellent example of a retailer thinking beyond the boundaries of traditional holiday advertising. They’re creating an exciting promotional vehicle that consumers can enjoy as well as participate in. This will hopefully drive store traffic and keeping the brand top of mind during the holiday shopping season.