Kmart is giving away shares of a total of one billion Shop Your Way points to its customers after this past weekend’s Super Bowl.

Kmart’s new campaign is called The Ridiculously Awesome Billion Point Giveaway. If one of five “ridiculously awesome” conditions are met during the super bowl, participating customers will receive shares of one billion points.

“On television’s biggest night, we knew Kmart also had to go BIG! ‘The Ridiculously Awesome Billion Point Giveaway’ by Kmart is a whole new take on the twists and turns that could happen during a game,” said Kelly Cook, chief marketing officer at Kmart. “We are rooting for one of Kmart’s ridiculously awesome moments to happen so members can win big and shop till they drop!”

Ridiculously awesome
Loyalty mobile applications are an excellent way to keep customers engaged with a retail brand and encourage them to keep coming back for more rather than floating off to another retailer.

Shop Your Way, a loyalty app owned and operated by Sears, is one of the more robust efforts on that front, with a universal point system that works at a number of Sears retailers.

One of the key tenets of using a loyalty app is giving customers incentives to keep using it. Kmart is taking a step toward this strategy with a new campaign centered on the Super Bowl.

The campaign saw Kmart giving away a total of one billion Shop Your Way points to consumers, contingent upon certain criteria that was met at this weekend’s Super Bowl.

The campaign is called the Ridiculously Awesome Billion Point Giveaway.

The way the campaign worked is that if certain “ridiculously awesome” criteria were met during the Super Bowl, the points would be given away and all Kmart mobile users would receive a share of the billion points.

Some of these criteria included special teams or defense scoring a touchdown, a half-time entertainer wears a hat, someone does a touchdown dance or other such events that Kmart classifies as “ridiculously awesome.

Billion point giveaway
To supplement the campaign, Kmart is also touring a bus around the country that gives customers the option of testing out some Kmart-branded virtual reality experiences.

Kmart calls the bus its Virtual Experience Recreational Vehicle, or V.E.R.V.

The tour not only supports the billion point giveaway campaign, it also encourages customers to download and engage with the Kmart app.

Shop Your Way has been a successful selling point for Kmart and Sears’ mobile excursions.

Its wide-reaching nature has made it a popular hit with customers.

Sears has been capitalizing on that with a number of brand partnerships designed to expand the amount of ways that customers can earn points towards their Shop Your Way account.

One of the most notable partnerships saw customers earning Shop Your Way points just for taking an Uber (see story).

These partnerships show that loyalty is an excellent driver for retail sales and that mobile is one of the main forces behind that shift (see story).

“We were thrilled to partner with Kmart on this one-of-a-kind and technologically-forward build,” said Ryan Friedlinghaus, chief executive officer and founder of West Coast Customs who helped design the bus. “V.E.R.V. has all of the elements of a true West Coast Customs build, including the latest virtual reality equipment for a unique user experience. We are excited it is in the Houston area during the championship game.”