JCPenney launches this years Back-to-School ad campaign

on Wednesday,July 14,2010 21:07


JCPenney, the top department store in malls for teens, continues to lead the way for innovative Back to School campaigns. This year's creative marketing plan is no different.

The company's New look. New year. Who knew! campaign combines traditional marketing initiatives with the latest digital, social and mobile experiences.

"Using an array of innovative interactive and user-generated content, our Back-to-School marketing encourages teens to take control and discover our extensive assortment of exciting styles and brands at affordable prices," aid Mike Boylson, executive vice president and chief marketing officer for JCPenney.

This year's campaign, which was created by agencies Saatchi & Saatchi New York and Razorfish, will feature extensive TV ads where students take over school picture day with their own high-energy fashion shoot. The impromptu fashion shoot theme will continue in print ads for Teen Vogue, Seventeen and People StyleWatch.

JCPenney's website will feature hauls, which is a new viral phenomenon in which teens show off their recent purchases through short product reviews that will be posted online. The site will also have a daily Top 10 favorite items section, voted on by visitors of the Juniors Back-to-School online experience.

Teens who wish to try on clothing before they buy can visit Seventeen.com's augmented reality experience which, through the view of a web cam, shows JCPenney merchandise in a real world environment.

The department store will also offer a Back-to-School iPhone app as well as electronic coupons.

The campaign was created by professionals who work in web design, graphic design, fashion and marketing.

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