• by OMMA Magazine Writers , September 15, 2009

Any retailer that can boast surpassing CTR benchmarks by 350% and keeping teens on site for nearly five minutes deserves closer inspection. But when it's Sears we're talking about and not, say, Abercrombie & Fitch, well then, we dive in. "Don't Just Go Back ... Arrive" describes Sears' effort to connect with teens who want to make that good first impression, and its use of games, downloads, music and social media paved the way. A scavenger hunt sweepstakes, a contest involving a "High School Musical" star, avatars that try on clothes, and integration into an MTV movie led to a 7% increase of target consideration for dowdy old Sears and a 5% increase in shopping intent.

MPG: Vanessa Watts, Vice President/Group Account Director. Media Contacts: Tom Penque, Vice President/Group Account Director;  Mike Nuzzo, Account Director; Brian Coulombe, Supervisor; Marcy Freedman, Mike Searles, Planner/Buyer; Alyssa Bonetti, Cori Roberts, Assistant Planner/Buyer; Christine Look, Insights Analyst.