JCPenney has ramped up its mobile efforts for its 2010 back-to-school campaign. This week, the retailer launched its integrated marketing campaign, “New Look. New Year. Who Knew!” in an effort that utilizes various social and mobile components.

While JCPenney has created mobile sites in the past, it added several new features this year.

Its mobile hub will include the company’s back-to-school TV spot, an opportunity to opt in and receive weekly texts on the latest back-to-school clothes, the means to view styles — and allow users to upload their own look, a program that can be voted on and shared with friends.

“Our mobile marketing initiatives allow us to reach teens where they are, and provide them an opportunity to opt in and experience an array of exciting, media-rich, interactive content that allows them to explore and discover the JCPenney brand,” said Kate Coultas, a JCPenney PR brand manager.

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