I was excited to hear that Sputnik (a company I hold in high regard) was working with Kmart to integrate their yearly super toy sales promotion with a new online offering. The Newshound from Marketing Magazine reported the story and in due credit to them, questioned how the site would make any difference to the companies bottom line.
I must admit, I was initially very interested in the online offering that was reported. Games online for kids to play, get involved with the products, increase Kmart brand awareness, pester the 'gatekeeper' (usually mum) to take them there. More simply stated, it targets the children (end user) to create a demand for the purchaser (gate keeper). A sound strategy that even Storm'in Norman would have been proud of.
However, in a previous article I wrote about the values of doing things right the first time, Kmart's lame attempt at child entertainment is weak at best. They have created two games: Super Balloon, and Mighty Robot Explorer, possibly 3 minutes entertainment between them. In fact, I have seen sock draws that have held my attention for longer than those two pathetic excuses for games. Best yet, the prize for completing this life wasting challenge...the right to register for an electronic 'sneak peak' at the Kmart sales catalog.
Josh's Opinion
Kmart are not game designers, I get that and the graphics on the robot game were somewhat clever, but there was no challenge, nothing to get childred excited and certainly nothing to hold their attention for more than a few seconds. I would like to have seen them integrate some of the toys that they sell into the game, create pre-demand by giving children access to them online, not merely thrusting more SPAM into parents already bulging inbox.
Sam's Opinion:
Back to the drawing board...no wait, better throw out the drawing board as well!
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