July 31, 2008, 12:00 AM

J.C. Penney launches mini-site for back-to-school shopping season

J.C. Penney has created a mini-site for teenagers as part of its integrated marketing campaign for the back-to-school shopping season. Launched on July 18, the sitelet—jcp.com/getthatlook—is based on the movie “The Breakfast Club.”

Paul Demery

Managing Editor, B2B E-commerce

J.C. Penney Co. Inc. has created a mini-site for teenagers as part of its integrated marketing campaign for the back-to-school shopping season.

Launched on July 18, the sitelet-jcp.com/getthatlook-is based on the popular 1980s movie “The Breakfast Club,” which chronicles a day in the life of several teens serving detention in the school library.

“By incorporating ‘The Breakfast Club’ theme into our Back-to-School campaign, we’re able to bring our lifestyle brands to life in a way that resonates with both teens and parents,” says Michael Boylson, chief marketing officer.

Visitors to the site will be able to view 60-second ads that also will air on prime time and cable television program for teens and during previews for PG and PG-13 movies in cinemas across the country. Drawing on “The Breakfast Club” story line, the ads focus on a group of teens, each representing a different high school clique and wearing J.C. Penney’s latest brands to showcase the variety of lifestyle looks available.

Teens also will be able to create their own content at the site and explore Penney’s fashion offerings. Among the features is an interactive “pick your own adventure” game that allows site users to choose from one of the teen lifestyle characters featured in the commercial. Users can choose different outfits for their characters to determine their story line, which leads to additional lifestyle-related games such as paper football or Pac-Man.

All outfits worn by the characters can be added to a locker, which serves as a shopping cart linking to JCP.com, where site users can purchase the items. Users also can opt to sign-up to receive text messages to their mobile phones that will feature fashion ideas and highlight upcoming sales and special offers.

Penney also is the exclusive retail partner for shopping network Kaboodle.com’s comprehensive back-to-school shopping guide called “Back-to-School Central.” The guide will feature 500 products, many of which will be provided by Penney. “We feel Kaboodle’s savvy awareness of the online shopper, coupled with its Web 2.0 technology, will further extend the reach of our apparel and products to online teen shoppers just in time for this important shopping season,” Boylson says.

Kaboodle has unveiled a newly designed section created to engage teen shoppers as they search for back-to-school fashion and supplies, says Kaboodle CEO Manish Chandra. A new Styleboard feature allows shoppers to create entire outfits based on their specific fashion tastes and to share their creation with others. Kaboodle also has launched “What’s Hotter,” a poll engine that showcases popular products and asks teens to vote for their favorite.

Seventeen magazine also will contribute content to the site.

“This is an amazing promotion that brings together a major retailer, J.C. Penney, and leading teen media properties, allowing us to do what we are really good at-engage the social shopper,” Chandra says.

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