Retailer Campaigns

New York – Old Navy is launching a back-to-school promotion on the YouTube video platform. The retailer is releasing a video of a new back-to-school anthem, “Unlimited,” featuring cameos by stars of the youth multichannel network AwesomenessTV.

Emeryville, Calif. – Jamba Inc., parent company of the Jamba Juice chain, is launching a new franchise recruiting campaign focused on single-store development in existing and new domestic markets. Jamba is looking to add 500 new domestic stores in the next five years and double year-over-year store development via the new recruiting program.

Washington, D.C. - The National Retail Federation (NRF) has formed the Small Business Retail Council to organize, recruit and engage Main Street merchants and independent community retailers in grassroots advocacy activities. The Council will represent and be responsive to the needs, concerns and interests of local shops, and provide the association’s small business members a forum to discuss the most pressing public policy issues and priorities.

Toronto – Staples Canada has launched its seasonal back-to-school center, Staples.ca/backtoschool, and a television and media campaign. The online center features tips for parents, teachers and students, and an e-marketplace.

In the lead-up to the 2014 Budweiser Made in America Festival, the beer company has launched a web series to find an act to add to the festival’s lineup in Los Angeles.  
 
The MADE Underground series — produced by Vice’s music arm, Noisey —follows a Brooklyn band, X Ambassadors, and London street musician, Jamie N. Commons, as they look in cities like St. Louis, Seattle, Rio de Janeiro and Athens.

DreamWorks Animation makes its official foray into the retail space with the launch of DreamPlace, a state-of-the-art reimagining of the holiday retail experience slated to be unveiled at select GGP and Forest malls this holiday season.

DreamPlace is a 2,000-sq.-ft. holiday cottage and combines the latest technology with magical storytelling from creative minds behind such hit franchises as Shrek, Madagascar and How to Train Your Dragon. DreamPlace reimagines one of the signature moments of childhood – meeting Santa Claus.

Hoffman Estates, Ill. – Sears’ new 'Back to School, Back to You' campaign offers members of its Shop Your Way loyalty program the ability to communicate one-on-one with a store associate through the program’s mobile app or website. Associates respond directly to individual inquiries.

Fashionable new product assortments and innovative customers conveniences supported by clever marketing are being used by Sears and Kmart to entice parents and students this back-to-school season.