The Joe Boxer Jingle Joes By Kmart
- Brand
- Kmart
- Year
- 2014
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- Michael Shirley
Objective
Kmart needed to compete with Target's dominant holiday advertising spend during the 2014 Christmas season. Building on the viral success of the previous year's 'Jingle Balls' campaign—which garnered 18 million YouTube views—the brand sought to maintain momentum and drive Joe Boxer sleepwear sales by creating engaging, shareable interactive entertainment rather than relying on media volume.
Solution
An HTML5 music-creation game where users composed remixes of familiar Christmas carols while six animated Joe Boxer characters danced to their custom beats. Players controlled the experience via keyboard or touch/swipe input, recorded their jingles, and could share compositions on social media. The game featured cross-channel e-commerce integration, allowing users to click on a dancer's underwear to purchase the product directly. Hosted at jinglejoes.com.
Results
The campaign received an Awwwards Honorable Mention on November 25, 2014, and achieved industry press coverage. One Awwwards evaluator gave it a community voting rating of 9.6/10.
