How Kmart Used Social Listening (and Some Nerve) to Create a ‘Ship My Pants’ Viral Hit
You did what to your pants, exactly? Ooooh, ship! If you've been online at all in the last week or so, you've likely seen this amusing and suggestive play on words circulating via social media and traditional news outlets. Who can resist a double entendre that alludes to the gold standard of embarrassing situations? Surely not the internet. The fact that a clever one-line concept racked upwards of 13 million views on YouTube in one week is hardly surprising. The fact that it's a commercial for Kmart, however, is.