JCP launches new BTS marketing campaign
-- Home Textiles Today, 7/14/2009 1:59:00 PM
Plano, Texas -- J. C. Penney Company Inc. today launched its new back-to-school marketing campaign, titled “Schooled in Style: Smart Looks for Less,” for the upcoming 2009 season.
Combining digital, social, mobile and traditional media with special events and promotions, the campaign was made to reinforce the 1,101-unit retailer’s position as “the national back-to-school headquarters,” JCP said, and it does so “by showing teens the great styles and brands it has to offer at prices that make sense for them and their families.”
The campaign showcases recently launched, exclusive and private brands, such as RS By Sheckler, Rusty, Third Rail a Zoo York Production and Decree, along with JCPenney teen-oriented brands.
“JCPenney’s merchandise offering for this year’s Back-to-School season is better than ever and our ‘Schooled in Style’ campaign brings it to life in fun, interactive ways for our teen customers,” said Mike Boylson, chief marketing officer.
The new campaign, he added, includes elements such as television and cinema ads with music from the up-and-coming band Hockey, a new “dedicated” site, jcp.com/teen, and a customized teen Facebook page equipped with many interactive and mobile features, concerts, promotions and much more.
“Together these elements showcase the diverse and fashion-forward assortment of brands we offer and make it clear to customers that even as we’ve stepped up our style, they can continue to rely on JCPenney for great quality and affordability,” Boylson concluded.
The JCP online teen hub, ww.jcp.com/teen, links to the retailer’s teen Facebook page, “JCP Teen” or www.facebook.com/jcpteen, which features interactive games as well as connects Ryan Sheckler to JCP fans. During the back-to-school period, Facebook fans can view JCP’s new TV and cinema spots as well as other special content about the latest styles, brands, and events from JCP. The site also allows teens to sign-up to receive text messages on their mobile phones about sales and special offers. Beyond the back-to-school season, “JCP Teen” will be regularly updated to allow teens to interactively engage with the JCP brand.
The “Schooled in Style: Smart Looks for Less” integrated marketing campaign was created with agencies Saatchi & Saatchi New York, T3 and Razorfish.
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