JCPenney's back-to-school push includes teen Web site

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JC Penney Company Inc. has launched an integrated marketing campaign for the back-to-school season that includes a dedicated Web site for teenagers, as well as social media elements. The campaign was created with agencies Saatchi & Saatchi New York, T3 and Razorfish. The “Schooled in style: Smart looks for less” campaign showcases several brands, including the new RS By Sheckler, Rusty, Third Rail a Zoo York Production and Decree.

The site launches July 14 with back-to-school content and a prominently placed entreaty for visitors to join JCPenney's Facebook page, where they can view TV and cinema spots and other special content. 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.

The site will be regularly updated to keep teens engaged with the JCPenney brand after the back-to-school season is over.

As part of the campaign, JCPenney will be hosting an exclusive concert series with performances by independent rock band Hockey. Teens will have an opportunity to win tickets to the concerts – which will take place in August in Los Angeles, Dallas and New York – through on online scavenger hunt accessible at the brand's Facebook page, via its mobile WAP site and through local radio promotions. The concerts are being sponsored by Levi's.

The band Hockey is also being featured in new cinema and TV spots called “Lunchroom Runway,” which show students turning their high school cafeteria into a high-energy fashion show. Beginning July 17, a 60-second version of the ad will air during previews for PG and PG-13 movies in cinemas across the country. On July 26, 30-second spots will begin airing on TV.

In conjunction with the launch of its new skateboarding lifestyle brand RS by Sheckler, JCPenney will run a 30-second TV spot that highlights Ryan Sheckler's skateboard techniques. JC Penney will also sponsor the Dew Tour multicity skateboarding competition.

The media mix for the back-to-school effort also includes Hispanic-targeted ads on Univision.

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