J.C. Penney Uses Interactivity to Get Kids to Buy Clothes
J.C. Penney Corp. is going interactive with a back to school campaign that encourages young consumers to buy new apparel.
The campaign, called Mix it Up, rolls out this week targeting young kids and teens.
A series of eight Webisodes, called “Flipped,” follows students who have “flipped” out of their clique by joining a new one. The series will be hosted by Chip and Pepper Foster, twin designers that are launching a new denim and sportswear line for the brand.
The Webisodes will appear at JCP.com/MixItUp.
In-store, a sweepstakes overlay offers the chance to win a role as a trophy presenter in the 2007 “Teen Choice Awards.” To enter the Mix It Up Challenge, consumers create an original back-to-school outfit using J.C. Penney designs. Entrants try on the outfit and upload photos to JCP.com/TeenChoice.
Entries will be judged on overall look and style, photogenic appearance and originality. The first 1,000 entrants will receive a year’s subscription to Cosmo Girl, Seventeen, or Esquire magazines.
A panel will narrow the pool down to 10 finalists for a vote by consumers Aug. 6 to 10. Each finalist will receive $100 J.C. Penney gift cards. Two grand-prize winners, one male and one female, will receive a trip to the “Teen Choice Awards” to be a presenter and $500 spending money. Four first-prize winners get tickets to the show and $500 cash.
The show airs at 8 p.m. ET on Aug. 26 on Fox.
The contest runs through July 30. In-store P-O-P and online marketing support the promotion.
Online, visitors to JCP.com/MixItUp can find fashion tips, style ideas and shop for the latest apparel. The site also includes a guide and checklist for college students. Consumers can also register for J.C. Penney items via the online dorm gift registry.
Campaign TV spots break on July 16. In “Doodle Heart,” a young girl musters up the courage to reveal her true feelings to her secret crush. Another ad, called “Zombies,” shows J.C. Penney outfits stalking school hallways with a goal of taking over students’ drab styles.
An extended 60-second version of “Zombies” will air during movie previews in theaters nationwide. In addition, moviegoers can sign up to receive content on their cell phones, including digital wallpaper, ringtones and have a chance to receive free movie tickets.
Saatchi & Saatchi handles the campaign.
J.C. Penney operates more than 1,000 departments stores in the U.S. and Puerto Rico. The company posted $19.8 billion in revenue in 2006.
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