In an effort to make the Kmart brand more relevant to a wider and younger audience they have decided launch a new initiative focusing on the gaming community. The brand is turning to gamers to post game reviews on MyKmart.com and snippets of the best ones will find their way to actual store shelves next to the games themselves. The space on the shelf label is limited so you have to treat the review almost like a Twitter post and they ask that it is helpful, constructive, well-written and will keep in mind a broad audience beyond diehard gamers. It is an interesting attempt to extend community building beyond the digital space but with the huge amount of existing gaming communities I think this will drive marginal game sales among existing customers instead of shifting new consumers to shop at Kmart.
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