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Kmart strikes again today with a campaign to get the social media, marketing and advertising worlds buzzing. The brand hit pay-dirt in 2013 with their “Ship My Pants” campaign, and they’re generating loads of conversation around their new #ShowYourJoe campaign with Joe Boxer.

Kmart has shown a lot of creativity in 2013. Is this a sign of a comeback?

I think the only thing that would have generated more buzz would have been if Kmart launched the commercial with an accompanying Web or mobile app/game that allowed users to create your own holiday songs with the #JingleBalls … I mean, #ShowYourJoe crew.

Extra credit to Kmart for their social listening and being part of the conversation.