'Get That Look' for teens by JCPenney

08 Jul '08

4 min read

Additionally, jcp.com/getthatlook will be a place for teens to connect with others, create their own content and explore JCPenney's fashion offerings. It will feature an interactive "pick your own adventure" game that allows site users to choose from one of the teen lifestyle characters - a Decree teen, an American Living teen, a Whitetag teen or a Fabulosity teen - featured in the commercials.

Users can choose different outfits for their characters to determine their storyline, which leads to additional online lifestyle-related games such as paper football for the American Living teen or Pac-Man for the Fabulosity teen. Furthermore, all the outfits worn by the characters can be added to a locker, which serves as a shopping cart linking to jcp.com where site users can purchase the items to "get that look." Users can also opt to sign-up to receive text messages to their mobile phones that will feature fashion ideas and highlight upcoming sales and special offers at JCPenney.

JCPenney will also incorporate popular, youth-targeted award shows into its Back-to-School campaign. The ads will be featured as part of JCPenney's exclusive retail sponsorships with the largest Hispanic music awards show in the U.S., Premio Juventud, airing live on Univision on Thursday, July 17 at 8 p.m. ET; and the 2008 Teen Choice Awards, airing live on FOX on Monday, Aug. 4 at 8 p.m. ET., in which JCPenney is offering two teens a chance to win an exclusive role as an official trophy presenter by winning a "create your own music video" contest.

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