J.C. Penney, Sears test social media for back-to-school promos

J.C. Penney, Sears test social media for back-to-school promos
Tags: Department Stores, Marketing, Multichannel Retailing, Retail - Apparel, Social Media
August 19, 2008

Internet Retailer: Multichannel retailer J.C. Penney has launched a virtual game called "DorkDodge" in which female teens must escape the embrace of several undesirable boyfriends in the quest to land a perfect date. The merchant also launched an integrated marketing campaign based on the hit 1980's flick "The Breakfast Club," showcasing how adolescents can achieve the same looks as the movie's characters with J.C. Penney clothing brands.

Meanwhile, Sears is using an interactive game with actress Vanessa Hudgens from the TV movie "High School Musical," in which players can try out different styles of Sears clothing on various characters from the film.

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