Alloy and Kmart Re-team for Back-to-School With First Day 2: First Dance - Program Responds to Consumer Demand With Sequel to Original Web Series

-Kmart expands campaign with exclusive branding and retail opportunities through original comedy sequel from Alloy Entertainment - executive producers of young adult mega-hits "Pretty Little Liars", "The Vampire Diaries", "Nine Lives of Chloe King" and h

-"First Dance" follows the successful premiere of "First Day" - Award winning Web series draws 10 million views

NEW YORK, Aug. 11, 2011 /PRNewswire/ -- Alloy Media + Marketing and Kmart today announced the scheduled Sept. 9, 2011 premiere of First Day 2: First Dance ( and, the sequel to the original hit comedy Web series, First Day.  For the second consecutive year, Alloy and Kmart have teamed up to create an original script, featuring Kmart product integration for the six-episode series, which will air across Alloy's premium multi-platform digital entertainment network.  Extensive digital and social media promotion begins today for the series, which features Kmart fall fashion lines: Selena Gomez for Dream Out LoudBongo and Glo.  

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First Day 2: First Dance follows a teenage girl who repeatedly relives the same day as she attempts to reach the back-to-school dance in hopes of capturing the attention of her high school crush.  

"The Web series First Day proved a hit with tween and teen consumers and succeeded in delivering a dynamic digital experience that resonated with our target consumers during the pivotal back-to-school season," said Andrew Stein, vice president of Marketing Planning at Sears Holdings.  "First Day 2: First Dance allows Kmart to continue an important dialog with young consumers in a way that appeals to their ever-changing media tastes and through an innovative and highly entertaining vehicle that truly hits the mark with this discerning and influential audience."

First Day 2: First Dance was created by Alloy Entertainment, a division of Alloy Media + Marketing, renowned for the creation of such pop culture phenomenon as GossiGirl, Pretty Little Liars and The Vampire Diaries, recent TV ratings success The Nine Lives of Chloe King, and digital series hits Talent, Hollywood is Like High School With Money and Private.

First Day 2: First Dance will again "hotspot" Kmart fashions throughout the series, enabling viewers to buy the inspired looks worn by the lead characters by means of a direct link to the products on the Kmart website (  Viewers will also have the chance to participate in the "Show Us Your Best Look" sweepstakes (, where one lucky winner and a guest will visit Los Angeles for a full "Hollywood" experience and receive a head-to-toe makeover, including a Kmart shopping spree with a personal stylist to complete a brand new school wardrobe.  Plus, each day (through Sept. 30) 10 winners will receive a $100 Kmart back-to-school shopping spree.

First Day, the Web series, was honored with the prestigious Advertising Age "Media Vanguard Award" in 2010 in the category of "Marketer as Media" for the "Most Innovative Use of Original Web Video for Merchandising".

Kmart and its retail brands will receive extended promotion during the course of the series, with additional media running throughout the Alloy Digital Network, a community of highly trafficked websites which include Alloy owned sites, and, along with premium partner sites focused on the interests of the coveted millennial audience.  Reaching a total audience of more than 73 million consumers, the Alloy Digital Network is currently ranked number one in its category for more than two years running according to digital measurement leader comScore.  First Day 2:First Dance will also be promoted via Alloy's Channel One Network, the leading television news broadcast for teens, reaching an audience of nearly six million teens on a daily basis  and through dedicated First Day 2: First Dance fan pages on Facebook (, Twitter ( and YouTube (www.YouTube/show/firstday).  Viewers will be able to watch First Day Season One recaps online, as well as exclusive behind-the-scenes videos.

"First Day resulted in an incredible following, taking our fashion directly to the tween and teen customer," said Tara Poseley, president of Apparel at Kmart. "Our ability to create a script with Alloy that was specifically designed to bring our brands to life through the characters and storyline was key to last year's success. We've enhanced this year's First Dance Web series by offering even more key fashion items—including looks for both girls and boys—more head-to-toe styling, and more shopping options for anyone who wants to get the featured looks.  We're looking forward to bringing viewers the highly anticipated sequel; we expect the buzz to surpass even last year's debut."

"We are thrilled to continue our relationship with Kmart and to build upon the tremendous reaction First Day garnered for its premiere," commented Matthew Diamond, CEO, Alloy Media + Marketing.  "First Day proved to be exemplary brand collaboration.  We look forward to watching fans delight in this highly entertaining and quality Web series and to delivering another successful back-to-school program for our client."

About Alloy Media + Marketing

Alloy is a leading provider of media and entertainment for the millennial generation. With a combination of original content creation, high quality production, and impactful distribution channels, Alloy connects with a high concentration of active youth and young adult consumers. Under the Alloy corporate umbrella, Alloy Entertainment creates Nielsen top rated TV shows, popular movies and industry recognized digital series, along with a record number of New York Times best-selling books; Alloy Digital operates the top ranked media and advertising network of youth targeted websites, according to comScore Media Metrix; and Award-winning Channel One operates the leading television news network for teens.

About Kmart

Kmart, a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, County Living and Route 66. For more information visit the company's website at or the Sears Holdings Corporation website at

Abbreviated rules

NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.), 13 YEARS AND OLDER AND WHO DID NOT PURCHASE ANY EQUIPMENT FOR PURPOSES OF ENTERING THE PROMOTION. VOID WHERE PROHIBITED. Promotion ends 9/30/11.  For Official Rules, prize descriptions and odds disclosure, visit Sponsor: Sears Holdings Management Corporation, 3333 Beverly Rd., Hoffman Estates, IL 60179.

Jodi Smith/
VP, Public Relations/Alloy Media + Marketing

Amy Dimond/
Director, Public Relations/Sears Holdings


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