Industry Case Study: JC Penney Goes Back-to-School with Mobile

Campaign Overview: JC Penney Company Inc., a leading national retailer, with advertising agency Saatchi & Saatchi will integrate mobile into its 2008 back-to-school marketing plan.

Campaign Objective: Add non-traditional media marketing tactics, including mobile, to JC Penney’s overall marketing strategy and engage interactive teenage customers.

Marketing Tactics: JC Penney and Saatchi plan to promote the mobile offering with an online call-to-action. Consumers text STYLE to the shortcode JC4ME. The marketing campaign begins July 18, with a cinema ad, tv spots, print ads, a microsite and mobile marketing. Participants opt-in to receive text-message alerts with updates on fashion ideas, special store offers and sales.

Conclusion: JC Penney’s lifestyle image clothing brands will be marketed using recreated scenes from “The Breakfast Club,” teens from different social groups coming together and for this campaign, wearing JC Penney outfits. This integrated mobile component of JC Penney’s marketing strategy is perfect for its target market, engaged, interactive and mobile teenagers.