JCPenney launches “Schooled in Style”


“Schooled in Style: Smart Looks for Less,” is an integrated marketing campaign for the 2009 Back-to-School Season. Combining digital, social, mobile, radio, television, cinema and special events and promotions, the campaign reinforces JCPenney’s position as the national back-to-school HQ. Created via Saatchi & Saatchi New York, T3 and Razorfish, the effort  incorporates an integrated series of innovative marketing elements to connect with teens. This includes featuring the up-and-coming indie pop rock band Hockey. Previous JCPenney artists have included such stars as Rihanna, OK Go, and Daddy Yankee.

•Launched 7/15 with exciting Back-to-School content, is the “hub” for teens, allowing them to connect with each other, create their own looks and explore JCPenney’s style offerings through a digital runway experience that highlights several head-to-toe styles for Young Men and Junior’s.

•The teen hub links to JCPenney’s rapidly-growing teen Facebook page, “JCP Teen” (, which features interactive games as well as connects Ryan Sheckler to JCPenney fans. During the Back-to-School period, Facebook fans can view the Company’s new TV and Cinema spots as well as other special content to keep up-to-date on the latest styles, brands, and events from JCPenney.

•The site also allows teens to sign-up to receive text messages on their mobile phones about Back-to-School sales and special offers at JCPenney. Beyond the Back-to-School season, “JCP Teen” will be regularly updated to allow teens to interactively engage with the JCPenney brand.

•Cinema and TV spot “Lunchroom Runway,” features students turning their high school cafeteria into a high-energy fashion show, showcasing the latest looks and styles from JCPenney. Featuring a song by up-and-coming band Hockey, the spot showcases JCPenney’s newest and most desired national, exclusive and private teen brands. Beginning July 17, a 60-second version of the ads will air during previews for PG and PG-13 movies in cinemas across the country. On July 26, 30-second spots will begin airing during top prime time and cable television programming aimed at teens, such as MTV, Fuse, ABC Family, Nickelodeon and more.

•In conjunction with the broadcast spots, JCPenney will host an exclusive concert series with live performances by the band Hockey taking place during the month of August in Los Angeles, Dallas and New York. Teens will have an opportunity to win tickets through an online scavenger hunt accessible through and via JCPenney’s mobile WAP site at, as well as through local market radio promotions. Each event, which is also sponsored by Levi’s, will feature interactive games where teens can win prizes, including a variety of JCPenney merchandise.

•A 30-second TV spot highlighting new brand RS By Sheckler features a fast-paced action montage of Ryan Sheckler’s famous skateboard techniques. Also in conjunction with the launch of the brand, JCPenney will be a sponsor of the Dew Tour, featuring Ryan Sheckler and other world-renown skate athletes in a multi-city skateboarding competition. The tour – which has radio, TV, Internet and e-mail support along with personal appearances by Ryan Sheckler in JCPenney stores – will take place in Boston, Portland, Salt Lake City and Orlando. More details can be found at Radio listeners will have opportunities to win Dew Tour tickets and VIP passes.

•Hispanic TV – Incorporating popular, youth-focused award shows into its campaign, JCPenney will feature Hispanic-targeted Back-to-School television ads which will premier on Univision on Thursday, July 16 at 8 p.m. ET., during Premio Juventud – the largest Hispanic music awards show in the U.S.