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JC Penney to air live ad concept at MTV Video Music Award Show

29 Aug '06

3 min read

J.C. Penney Inc will air its first-ever live ad concept at this year's MTV Video Music Awards show, the hottest entertainment event of the year for teens and young adults and the No. 1 cable program of the year for persons ages 12 to 34.

Aimed at achieving a deeper emotional connection and relevance to youth, the live ads build on JCPenney's exclusive retail sponsorship of the MTV VMAs.

"We are looking to blur the edges between advertising and show content," said Michael Cape, JCPenney's Vice President of brand marketing. "By making the viewers feel more integrated into our advertisements we are able to achieve a deeper emotional connection with our key audience. These live ads are one way that JCPenney continues to break through to consumers in a meaningful way and is a concept everyone will want to watch."

The seamless movement from the awards show into the ad is driven by technology that allows a screen with the awards show to be broadcast live into a screen embedded into the ad.

Panning in and out of different teens' and kids' bedrooms, JCPenney's two live ads will reference its current Back-to-School ads, ultimately panning into the live MTV VMA show inside New York's Radio City Music Hall.

JCPenney will also feature all new spots during the MTV VMAs including ads for Junior's and Young Men's as well as the premiere of the Company's fall fashion ads.

The live ads will culminate JCPenney's Back-to-School season campaign which included online content on MTV websites linked from the JCPenney brand experience sitelet, and a VMA "Insider" contest. As part of the campaign, two winners were chosen through the JCPenney VMA "Insider" contest and will receive a trip to New York City.

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