Kmart is joining forces with selfie video application Dubsmash to entice shoppers to send social valentines to loved ones on Valentine’s Day, backing up engagement with a $25 gift card reward for consumers who take early action.

The “Love Rocks” campaign asks mobile users to record a special lip-synced video of a chosen love-themed song via the Dubsmash app and upload it to Twitter for a chance to receive a $25 Kmart gift card. The retailer is also fueling sales by promoting its shoppable Valentine’s Day gift guide and handing out “Love Rocks” temporary tattoos to in-store customers on Saturday, Feb. 13.

“A campaign using Dubsmash along with Twitter and specified hashtags with the ability to win a gift card is a really great awareness tactic for Kmart while promoting Valentine’s Day at the same time,” said Marci Troutman, CEO of Siteminis, Atlanta. “Once winners of the gift card go to its app, landing page or mobile experience via an ad or social media, Kmart then has multiple potential avenues to reach new and loyal consumers for the holiday.

“Overall, this a very well-thought-out promotion and partnership.”

Driving interactive engagement
To take advantage of the opportunity to snag a complimentary Kmart gift card, individuals must first download the Dubsmash mobile app. After opening the app, they should search for the Kmart Soundboard, and select their favorite #LoveRocks song.

Users may then sing along to the sound bite and record themselves while doing so. Once the sound bite has been saved, participants must export it from the “My Dubs” section to their smartphone’s camera roll.

Lastly, consumers are asked to pull up their Twitter apps and tweet out their recorded song using the hashtags #LoveRocks and #ad. The first 25 people to do this will earn a $25 gift card from Kmart, a reward that will undoubtedly propel contest participation even higher.

Social media contests are typically more effective when there is a strong call-to-action or incentivized prize from the brand.

Dubsmash users who happen to stumble upon Kmart’s Soundboard may also be inspired to browse the retailer’s mobile-optimized Valentine’s Day guide if they find themselves in need of some last-minute gifts.

Kmart fans can also walk in-store on Feb. 13 to receive complimentary “Love Rocks” stickers and temporary tattoos as part of the brand’s Freebie Saturdays.

Tapping into new apps
Engaging in cross-partnerships with popular music-oriented apps is a smart strategy for many retailers seeking to target millennial audiences.

A number of marketers have turned to Dubsmash app to connect with its deeply engaged users and build a community of fans for entertainment properties (see story).

Apparel marketer Diesel recently rolled out native, disruptive ads on the Shazam and Tinder apps in a bid to appeal to younger consumers, suggesting that other fashion brands may soon do the same.

Meanwhile, Kmart has been ramping up its focus on mobile with increased fervor as of late.

It has been underscoring mobile’s role as a shopping companion by rolling out a slew of updated app features, including real-time push notifications for limited-time specials, exclusive coupons and layaway options for weekly payment plans (see story).

The collaboration with Dubsmash will likely result in a surge in brand awareness among Kmart customers and non-customers alike. The interactive aspect of the campaign – coupled with the enticing incentive – is set to drive participation levels even higher.

“Retailers should consider teaming up with music-oriented apps for cross-partnerships as a way to reach millennial audiences,” Ms. Troutman said. “With the millennials, it’s all about using social media to view and share marketing efforts that could result in a win for the brand in data that is extremely valuable in adding future loyal customers.

“Music, especially on certain holidays, is a great promotional tactic and can be beneficial if tied to a thoughtful campaign with a direct result in mind. Adding in a ‘win’ element with a desired promotion can only enhance the effect.”