Monday, July 20, 2009

Call It Back to School 2.0

Retailers this year are taking anything but an old-school approach to their back-to-school campaigns.

JCPenney, OfficeMax and Staples are all heavying up on their social media outreach this year, reasoning that that’s where their target customer is. Some analysts, however, point out that the medium is unproven and teens seem to often regard marketing messaging in social networks as an intrusion.

Such campaigns augment pushes via traditional media like TV and print. For instance, JCPenney rolled out a TV campaign via Saatchi & Saatchi, New York, which coincides with an online push including a Web site where users can browse single items or full outfits. The site also links to a Facebook page, called “JCP Teen,” where visitors can talk about the clothes and connect with JCPenney’s teenage skateboarding spokesman Ryan Sheckler.

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