August 2, 2010, 3:56 PM

Sears and Kmart put a new face on back to school

The retailers launch a college-centric Facebook page.

Zak Stambor

Managing Editor

Lead Photo

Sears Holdings Corp. has launched Campus 2010, an online back-to-school campaign focused around the Sears Campus Connection Facebook page.

The page allows incoming college freshmen to connect with their soon-to-be dorm roommates, create a wish list from inventory on Sears.com and Kmart.com, as well as view videos featuring Sears and Kmart products that offer tips on decorating a dorm room.

 “Campus 2010 is designed to empower teens and parents to build their home away from home with quality items that will bring them confidence,” says John Goodman, Sears executive vice president, apparel and home fashions. “It is our mission to give moms and teens the help they need while preparing for college, providing them with stylish options that are all within their budgets.”

Sears Campus Connection, which was created by online advertising agency Indelible, includes links to Sears.com and Kmart.com so that users can purchase items featured on the page. Transactions occur off of Facebook because Sears wanted to consolidate purchases on its site in order to offer upsells and cross-sells, as well as to entice shoppers to enroll in its ShopYourWay rewards program, says Ross Glick, Indelible CEO .

The campaign’s Facebook page is a key focal point because that’s where prospective college students are already looking, says Glick. “Social media is where young people are spending time that used to be spent looking at magazines or watching TV,” he says. “It’s where they connect with their friends, so it was a natural fit for the campaign.”

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