Joe Boxer Inactivity Tracker Packaging
Services: Promotional Packaging
Client: FCB Chicago for Joe Boxer
To tap into the fitness tracker trend and to promote the retailer's Joe Boxer pajama brand, Kmart created an "inactivity tracker" which connects to a mobile app and rewards users for laziness, or what it calls "chill time." The limited-edition tracker was given away to a select number of shoppers who purchased Joe Boxer pajamas at several nationwide events. Kmart also promoted the product with the hashtag "#chillhard." The campaign was also featured in this AdAge article.