JC Penney wants to have a word with your teenager - no matter where your teen can be found.
Word's out today that Penney's back-to-school marketing blitz includes viral video, mobile, TV, and store-based promotions, social media and more.
Among the elements, according to Internet Retailer: Those so-called "haul" videos where consumers post videos talking about what they just bought where. Mobile ads on iPhones and iPads. And even some virtual reality.
“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,” J.C. Penney executive vice president and chief marketing officer Mike Boylson, tells the pub.
The virtual reality component seems to include a co-promotion with Seventeen magazine that gives shoppers the ability to overlay images of products into real-world environments, enabling shoppers to virtually try them on and then link to JCP for a purchase.
Mobile efforts include a mobile site that includes TV spots, those haul videos, and weekly offers via text message, and the ability to upload their own styles to share and vote on among friends.
I'm actually not clear on how the haul videos will work here. Apparently, they're going to be featured on JCP.com, but by law the posters have to reveal if they received products from JC Penney for free - and it's unclear just how authentic the whole scenario can be if JC Penney is recruiting the haulers. So that part is unclear at this point.
What is clear is that Penney is building on digital efforts that over the last few years have included a branded offers widget; a web/TV/print and mobile campaign that seemed to used contrasting archtypes from the 1985 teen angst movie "The Breakfast Club" to illustrate the broad range of selections that Penny pitches; and more.
Time will tell if this new effort will bombs - or if it really does spark a mountain of new haul videos.
Read more here.
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