The return to school kicks off one of retail’s busiest seasons, and J.C. Penney Co. Inc. is looking to a new mini-site to help capture consumer spending. The mini-site, JCP.com/getthatlook, is part of an integrated marketing campaign that will span Penney’s e-commerce sites and television advertising, and online shopping network Kaboodle.com.
Based on the 1985 teen movie “The Breakfast Club,” the mini-site features 60-second video ads that also appear on network and cable TV shows aimed at teens, as well as during movie previews in theaters across the country. Following “The Breakfast Club’s” story line, the ads feature a disparate group of teens coming together to showcase a variety of looks available at J.C. Penney.
“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 also can create their own content at the site using Penney’s product images. An interactive “pick your own adventure” game allows site visitors to select one of the teen lifestyles featured in the ads, and choose different outfits for the characters to determine their story line. Those choices lead in turn to the opportunity to play interactive games such as ’80s favorite Pac-Man.
Shoppers can add their customized outfits to a “locker,” which doubles as a shopping cart linking from the mini-site to JCP.com, where the apparel can be purchased. Site visitors can opt in to receive text messages to their cell phones that will feature fashion ideas and alert them to sales and promotions.
As part of its integrated campaign, Penney also is the exclusive retail partner for Kaboodle.com’s back-to-school guide called “Back-to-School Central.” Seventeen Magazine also is contributing content.
Several of the Kaboodle guide’s 500 featured products are from Penney. The guide offers a styleboard feature that allows teen visitors to create outfits based on their own fashion tastes and to share those looks online with others. A voting feature in the guide, “What’s Hotter,” asks teens to register their favorites among popular products.