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Kohl’s Breaks Through This Holiday With Integrated Black Friday Campaign At ABC’s American Music Awards

Kohl’s Department Stores (NYSE: KSS) announced an unprecedented partnership bringing together Jennifer Lopez, the ABC Network and American Music Awards (AMA) to launch the “Choose Your Own Black Friday” holiday campaign. On Sunday, Nov. 24, the outcome of the inventive advertising approach rests in America’s hands.

“This innovative campaign brings together the energy of the AMAs, the glamour of Hollywood icon Jennifer Lopez, the destination for black Friday Kohl’s, and the power of choice,” said Michelle Gass, Kohl’s chief customer officer. “We’re thrilled to kick off Black Friday week with this first-of-its-kind partnership that puts the customer at the center of the action and lets them choose Jennifer’s adventure.”

A series of seven commercials have been produced, but only four will air during the AMA broadcast. Each spot offers a choice of two different ways for Jennifer to get to the show, and America will vote in real-time to decide which path she takes at www.getjenniferthere.com, or via a hashtag on Twitter. The votes and social conversation will be measured, and America’s choice will air live, in-show.

"Creating immersive experiences for viewers is a core catalyst in driving successful advertising initiatives," said Geri Wang, president, ABC Sales. "That's why ABC is so proud to have partnered with Kohl's and the AMAs in facilitating this opportunity, connecting both east and west coast viewers in real-time with the Kohl's ‘Get Jennifer There’ experience."

The spots will feature another first, a sneak peek of the new JLove fine jewelry collection, which will be available this holiday season exclusively on Kohls.com.

“Working with Kohl’s allows me to design a lifestyle collection of apparel, accessories and home décor that truly reflects my own style at a great value,” said Jennifer Lopez. “I’m excited to take that same spirit of choice and innovation to the next level with this breakthrough campaign that empowers shoppers with the ultimate say in the outcome.”

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