JCPenney lures teens with ‘Rock Your Dorm’ promos
July 11, 2007,
Plano,Texas– As part of its upcoming back-to-school promotion, thewww.jcp.com/mixitup area on the JCPenney website will offer activities, promotions, shopping, and other elements to establish and grow emotional connections with younger consumers.
Rock Your Dorm has become a template that includes both shoppable merchandise pages in its Campus Shop and fashion guides in the Campus Solutions section. There is also a gift registry.
The dorm décor component is part of the larger, companywide integrated marketing campaign for back-to-school. The full campaign will feature movie trailers, webisodes, mobile phone promos, print ads, guerrilla marketing, and sponsorships tied into the Teen Music and Premio Juventud award shows.
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