# Kmart “Ship My Pants”

> YouTube’s year-end list put Kmart’s shipping-service pun at 20.1 million views.

- Owner: Kmart (Sears Holdings); creative agency Draftfcb Chicago
- Kind: Campaign
- Sector: Retail
- Seed date: 2013-04-10
- Milestone date: 2013-04-25
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 45 (Notable, provisional), v1.3
- Mechanics: Catchphrase, Controversy, Transgression, Platform jump, Press loop

## Summary

Kmart posted Ship My Pants on YouTube, promoted it on Twitter and bought TV airtime. News coverage, sharing and complaints followed. It prompted Big Gas Savings and a Christmas version. The campaign team claimed higher Store-to-Home sales; brand tracking remained weak.

## Timeline

- 2013-04-10 — Kmart / Draftfcb Chicago (YouTube) — Kmart posted the ad on YouTube before a promoted tweet on April 11.
- 2013-04-12 — CBS Pittsburgh (Press) — CBS Pittsburgh covered the ad while its YouTube counter was still near 200,000 views.
- 2013-04-12 — NBC Today (TV) — Today devoted a segment to the ad and asked Facebook viewers whether it was funny or offensive.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/kmart-ship-my-pants

Cite as: How It Spread (2026). “Kmart “Ship My Pants”.” Case HIS-01602. Spread Score v1.3: 45/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01602