JCPenney launches back-to-school campaign


J. C. Penney has day launched its new integrated back-to-school effort, encouraging kids and teens to "mix it up" and create a look that they can own. From movie trailers to online webisodes and even mobile phone marketing, JCPenney's use of non-traditional and interactive media outreach for this year's campaign aims to reach kids and teens on a deeper level. The campaign uses print, broadcast, mobile, guerrilla and online, along with digital marketing channels, in-store promos and key sponsorships. Via Saatchi & Saatchi NY, it aims to bring an authenticity that will allow JCPenney to form a deeper, more emotionally driven relationship with its younger customers.

Hosted by Chip and Pepper Foster (the twin designers are launching their new denim and sportswear line for Juniors and Young Men's, C7P…A Chip and Pepper Production, exclusively at JCPenney this Back-to-School season) and cast by JCPenney, the Flipped reality series explores the concept of image in high school society by featuring four teens (two boys and two girls) from one high school who are "flipped" into an opposite clique from their own.

JCPenney's Back-to-School sitelet,, will house and support all elements, and will include fashion tips, style ideas and inspiration along with the opportunity to shop for this year's Back-to-School fashions. Additionally, students can find JCPenney's "Rock Your Dorm" Campus Shop on

The TV ads, premiering 7/16, include "Doodle Heart," a 30-second spot that follows a young girl who finally finds the courage to reveal her true feelings to her secret crush, as well as a campy 30-second spot, "Zombies," which features "outfits" stalking the halls of a school with a mission to make over students' drab styles. In addition to airing on top network and cable television programming aimed at kids and teens, JCPenney's campaign includes an extended 60-second version of "Zombies" airing during previews in theaters across the country. The new advertising also includes largest Hispanic music awards show in the U.S – Premio Juventud – airing live on Univision 7/19; and the 2007 Teen Choice Awards, airing live on FOX 8/23.

An eight-page print ad running in the August issues of Seventeen, Cosmo Girl and Teen Vogue will be tagged with a call to action to enter the "Mix it Up Challenge."