Summer is flying by and Back to School advertising campaigns are already out in full force.  My favorite is from JC Penny.

The campaign concept is “Updated Breakfast Club” and includes TV spots and a nifty microsite.  Utilizing a set that looks remarkably like the original library, updated characters (all ethnicities and cliques well represented) run through a variety of scenes.  It is all set to the tune of an updated version of “Don’t You (Forget About Me)” which along with the original and four other variations like Rap and Alternative (again inclusive of varying interests/social groups) are available via a convenient link to iTunes on the microsite.

Even as an adult, I found the microsite engaging.  Users can pick which character they want to see more of, watch videos featuring that character, and choose new outfits for them.  It is like virtual paper dolls! 

JC Penny successfully hits their two target audiences – 1) Mom’s who loved the original movie and do most of the actual buying and 2) teens who want to be cool and will nag Mom to do the buying at very specific “in” stores. 

I fall firmly into group #1 and loved the ads, to the point where I will probably visit JC Penny for some of my kids’ BTS clothing needs this year.  However, as Nan (and many other experts and research) will tell you, teens are an incredibly brand loyal bunch, so there is no guarantee that the concept will work on group #2.

Filed under: General Marketing on Friday, August 15th, 2008 by Koren Henderson | 1 Comment
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