The effort pokes fun at the widespread interest in fitness trackers and smartphone applications that cater to the on-the-go lifestyle with a wrist band and companion app rewarding users for being inactive. The retailer has presented an irreverent attitude in a series of YouTube videos, several of which have gone viral.  

?The Joe Boxer brand is irreverent and unserious, breaking the rules to create silliness,? said Diane Vaccaro, chief marketing officer for apparel at Kmart. ?And the Kmart Joe Boxer Inactivity Tracker plays off the overall brand philosophy of making people smile, but also embraces the Joe Boxer pajama attitude - that inactivity is just as important as activity. 

?This device serves as a reminder to not take life so seriously and let loose every once in a while.?

The Joe Boxer Inactivity Tracker tracks users? lack of movement and then rewards them with badges such as Genghis Yawn, Human Sloth, Cryogenic and Are You Dead? For example, users who take less than 2,500 steps five days in a row can earn a badge. 

Badges can be shared on social media. 

The strategy was developed by Kmart and agency FCB Chicago. 

Content consumption habits are changing, with more consumers interested in viewing videos on their phones and often looking for short, entertaining clips to watch. The Kmart strategy helps Kmart grab the attention of these consumers and build brand awareness. 

Kmart and FCB Chicago clearly hope the YouTube video created to support the Inactivity Tracker will match the popularity of some of their other successful tongue-in-cheek efforts. 

A holiday-themed video from the fall of 2013 featuring a male bell choir playing ?Jingle Bells? in their boxers has been viewed close to 19 million times. 

The video for the Inactivity Tracker depicts two guys sitting in lounge chairs doing nothing. Voiceover commentary rates them based on their level of inactivity as they compete in the ?2015 Joe Boxer Lounger Games.? 

Last summer, Kmart promoted its back-to-school apparel and accessories collection with a YouTube video featuring a rap song performed by cafeteria staff that enticed students eating lunch to join in and be excited for school (see story). 

?Each level of badge is achieved by being inactive in different intervals,? Ms. Vaccaro said. ?The more you?re inactive the higher the rank.  

?An example would walking less than 500 steps in 8 hours to receive a badge,? she said. ?Everything else from there on requires a bigger commitment to being inactive. 

?If you tap on the badges you haven?t earned you can get clues as to how to earn them - they?ll tell you your minimum steps/activity to use and how long you need to do to earn.?