Running from June 7 to July 4, "Transform Your Dad" focuses on passion points for men, ranging from the outdoors to sports, and how customers can tap into these passions in their Father's Day gift-giving.
Kmart is working with Euro RSCG Worldwide PR, which is the company's AOR for holiday promotions. Media outreach is targeting morning and mid-day TV shows, as well as print and online publications and blogs that discuss these topics, said Shannelle Armstrong, director of PR for Sears Holding Corporation, which owns Kmart.
"It really is [about] being a part of one of the summer blockbusters," said Armstrong. "We're bringing this property to life for our customers [so] they can take a little bit of Transformers home with them in a way that's relevant for their lives."
Online, Kmart is on Twitter and Facebook, and announced the promotion via those outlets.