RAM: Groovin' With JCPenney

For the back-to-school season, JCPenney prepped kids with the latest styles and dance moves at, created by DDB Chicago and Tribal DDB Chicago. Site visitors can spin the long-play vinyl album at the bottom of the screen, which brings up windows to teach them dance moves, to choreograph steps for Nico the Bobblehead, to battle JCP dancers in a contest, and to personalize their own computers with downloadabe desktop icons and images. There are also links to other JCPenney subsites, such as two companion TV spots and an online clothing catalog.

"Knowing that kids don't shop for back-to-school clothes like they used to, we created JCPenney's All Access site to not only showcase the latest styles, but to invite our users to participate with the brand," said Tony Cordero, associate creative director at Tribal DDB Chicago.

With a catchy theme song encouraging visitors to shake their groove thing, the site could prove addictive. Visitors are particularly likely to hit "replay" on any of the six different dance lessons under "Get Skool'd," until they have each pop, point, pivot, bend, or snap down pat. "It's all inside" with this All Access site.

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