Although the weather indicates it is still the thick of summer, retailer JC Penney is already thinking about the new school year. This weekend the company will launch a new, integrated back-to-school
marketing campaign that includes a heavy online component designed to appeal to students. Themed "You've Got It Inside," the campaign includes ads that send kids to the jcpenneybts.com microsite where
kids can travel down a click-path that has them watching videos, clicking on featured products and eventually making a purchase. "With each season, we keep building and building a stronger, deeper and
more rich experience for the consumer to engage," said Kevin Flatt, executive creative director of Tribal DDB Chicago, the agency that developed the initiative for Penney. On the site, visitors are
met by about nine kids, each of whom each has his own profile complete with featured outfits for purchase. Several of the personalities have their own rooms that show both clothes and other
merchandise to equip kids for the coming year. Each element is presented in a way that speaks to kids and how they communicate with each other.
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