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| Entertainment Tonight teamed up with Kohl’s to help viewers “Get the Celebrity Look for Less.” In weekly segments, fashion expert Lawrence Zarian put together affordable celebrity outfits using clothing from Kohl’s. Viewers were driven to the Kohl’s microsite via ETonline.com, where they could purchase the featured Kohl’s items through direct links and view Lawrence's video blog. An interactive widget is available on the microsite and distributed throughout several female and fashion-oriented websites for users to interact with, purchase items, and place on their social networking sites. The widget features the current and archived ET/Kohl's "Get the Celebrity Look for Less" segments with simultaneous e-commerce functions, the video blog and updated entertainment news crawl. All facets of the campaign combined for over 30 million impressions and growing - attributing to various featured Kohl’s items selling out online. |
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