How Sears used social media and zombies to enliven its brand identity

If it lurches like a zombie and eats brains like a zombie, it must be … Sears? Store chain shambles away from stodginess with YouTube videos, a special Twitter feed and a user-fiendish makeover.

Sounds like an average video produced by a department store chain, right?

Not if they talk exclusively in deep groans, have blood dripping from their mouths and can move only in a stiff hobble toward the camera.

For Halloween, Sears embraced zombie chic with a collection of videos, a promotional Twitter feed and a website makeover for social media users—in both English and Zombian.

“Our creative user experience team worked together to develop this page as a silly tribute to everyone’s collective fondness for the Halloween season,” Sears spokesman Tom Aiello told

The promotion served a way to connect with customers and overturn any idea that the 124-year-old retailer lacks a sense of humor. And it put the retailer’s online store in front of a group beyond its regular customers.

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