JCPenney lures teens with ‘Rock Your Dorm’ promos

By Staff -- Home Textiles Today, 7/11/2007 1:09:00 PM

Plano,Texas– As part of its upcoming back-to-school promotion, thewww.jcp.com/mixitup area on the JCPenney website will offer activities, promotions, shopping, and other elements to establish and grow emotional connections with younger consumers.

Rock Your Dorm has become a template that includes both shoppable merchandise pages in its Campus Shop and fashion guides in the Campus Solutions section. There is also a gift registry.

The dorm décor component is part of the larger, companywide integrated marketing campaign for back-to-school. The full campaign will feature movie trailers, webisodes, mobile phone promos, print ads, guerrilla marketing, and sponsorships tied into the Teen Music and Premio Juventud award shows.