Innovative Campaign Leverages Digital and Traditional Media to Connect Teens to JCPenney's Stylish and Affordable Teen Brands
Features Emerging Band Hockey as Part of Retailer's Focus on Showcasing the Next Generation of Major Music Talent
July 14, 2009, PLANO, Texas--(BUSINESS WIRE)--J. C. Penney Company, Inc. (NYSE:JCP) today launched "Schooled in Style: Smart Looks for Less," an innovative, integrated marketing campaign for the 2009 Back-to-School Season. Combining digital, social, mobile and traditional media with unique special events and promotions, the campaign reinforces JCPenney's position as the national back-to-school headquarters 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, RS By Sheckler, Rusty, Third Rail a Zoo York Production and Decree, along with JCPenney's other most desired teen 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 for JCPenney. "Capitalizing on our strong track record of leveraging digital and social media to communicate our value offering, the new campaign includes elements such as television and cinema ads with music from the up-and-coming band Hockey, a dedicated site – jcp.com/teen – and a customized teen Facebook page with a wide array of 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."
"Schooled in Style: Smart Looks for Less" Integrated Marketing Campaign Has it All:
Created with agencies, Saatchi & Saatchi New York, T3 and Razorfish, the "Schooled in Style" marketing campaign incorporates an integrated series of innovative marketing elements to connect with teens. This includes featuring the up-and-coming alternative indie pop rock band Hockey, building on JCPenney's track record of incorporating the next generation of major talent into its Back-to-School marketing campaign. Previous JCPenney artists have included such stars as Rihanna, OK Go, and Daddy Yankee.
* Launching today with exciting Back-to-School content, jcp.com/teen is the "hub" for teens, allowing them to connect with each other, create their own looks and explore JCPenney's style offerings through a digital runway experience that highlights several head-to-toe styles for Young Men and Junior's.
* The teen hub links to JCPenney's rapidly-growing teen Facebook page, "JCP Teen" (www.facebook.com/jcpteen), which features interactive games as well as connects Ryan Sheckler to JCPenney fans. During the Back-to-School period, Facebook fans can view the Company's new TV and Cinema spots as well as other special content to keep up-to-date on the latest styles, brands, and events from JCPenney.
* The site also allows teens to sign-up to receive text messages on their mobile phones about Back-to-School sales and special offers at JCPenney. Beyond the Back-to-School season, "JCP Teen" will be regularly updated to allow teens to interactively engage with the JCPenney brand.
* Cinema and TV spot "Lunchroom Runway," features students turning their high school cafeteria into a high-energy fashion show, showcasing the latest looks and styles from JCPenney. Featuring a song by up-and-coming band Hockey, the spot showcases JCPenney's newest and most desired national, exclusive and private teen brands. Beginning July 17, a 60-second version of the ads will air during previews for PG and PG-13 movies in cinemas across the country. On July 26, 30-second spots will begin airing during top prime time and cable television programming aimed at teens, such as MTV, Fuse, ABC Family, Nickelodeon and more.
* In conjunction with the broadcast spots, JCPenney will host an exclusive concert series with live performances by the band Hockey taking place during the month of August in Los Angeles, Dallas and New York. Teens will have an opportunity to win tickets through an online scavenger hunt accessible through facebook.com/jcpteen and via JCPenney's mobile WAP site at jcp.mobi, as well as through local market radio promotions. Each event, which is also sponsored by Levi's, will feature interactive games where teens can win prizes, including a variety of JCPenney merchandise.
* A 30-second TV spot highlighting new brand RS By Sheckler features a fast-paced action montage of Ryan Sheckler's famous skateboard techniques. Also in conjunction with the launch of the brand, JCPenney will be a sponsor of the Dew Tour, featuring Ryan Sheckler and other world-renown skate athletes in a multi-city skateboarding competition. The tour – which has radio, TV, Internet and e-mail support along with personal appearances by Ryan Sheckler in JCPenney stores – will take place in Boston, Portland, Salt Lake City and Orlando. More details can be found at jcp.com/teen. Radio listeners will have opportunities to win Dew Tour tickets and VIP passes.
* Hispanic TV – Incorporating popular, youth-focused award shows into its Back-to-School campaign, JCPenney will feature Hispanic-targeted Back-to-School television ads which will premier on Univision on Thursday, July 16 at 8 p.m. ET., during Premio Juventud – the largest Hispanic music awards show in the U.S.
About JCPenney
JCPenney is one of America's leading retailers, operating 1,101 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.
Contacts
JCPenney Corporate Communications
(business and trade media relations):
Quinton Crenshaw, 972-431-3400
jcpcorpcomm@jcpenney.com
or
JCPenney Brand Publicity
(lifestyle media relations):
Merianne Roth, 972-431-3268
mroth4@jcpenney.com
