J.C. Penney’s web series ‘flips’ teens into new social, fashion settings

J. C. Penney Co. Inc. has kicked off an integrated marketing campaign for the back-to-school sales season that includes integrating online, print, broadcast, mobile and other components, along with digital marketing channels, promotions and sponsorships. The goal: encouraging kids and teens to explore, discover and experiment with J.C. Penney’s array of fashion options and create a unique look.

The company, No. 12 in the Internet Retailer Top 500 Guide, aims to reach younger shoppers where they live. “While traditional marketing remains an important part of our approach, we are focused on incorporating new components into this year’s back-to-school campaign that will truly reach youth in an authentic way,” says Mike Boylson, chief marketing officer. “Using this unique approach, we’re able to break through the marketing clutter and sameness to attract kids and teens – whether it’s at the movies, in the mall, on the phone or on the web.”

The Internet figures prominently in the campaign, beginning with ‘webisodes’ of a reality series that “explores the concept of image in high school society by featuring four teens from one high school who are ‘flipped’ into an opposite clique from their own,” the retailer says.

The webisodes feature two teenage boys and two girls, and are located on a subsite of JCP.com and hosted by designers Chip and Pepper Foster. Eight episodes feature a “mix of light drama, conflict, humor and fun,” with the twins providing fashion and life advice. Each participant gets a makeover and introduction to new friends and life in school, and the camera captures “the challenges, emotions and lessons learned,” the company says.

Other online components of the campaign include a subsite carrying its theme: Mix it up. The site will include fashion tips and style ideas along with the opportunity to shop for this year’s back-to-school fashions. It also provides young shoppers a place to connect and create their own content.

College students can register on a dorm gift registry for graduation gifts and room décor.

TV commercials spoofing zombie movies will show body-less outfits stalking the halls of a school on a “mission to make over students’ drab styles.” A 60-second version will air during previews for PG and PG-13 movies in movie theaters across the country.

Web site visitors also can download content on their mobile phones, including music from the TV spots, along with ring tones and digital wallpaper.