How football is becoming the latest retail promotional season
JCPenney
Throughout the football season, JCPenney will be announcing special limited-time offers on Prime Video NFL broadcasts, with help from some famous partners.
Continuing during each Thursday Amazon Prime Video gameday NFL broadcast for 16 weeks, a rotating lineup of celebrities, including Shaquille O’Neal and Martha Stewart, will present exclusive offers and promotions in a campaign called "JCPenney Really Big Deal."
These offers, accessible the Friday through Sunday following the broadcast online and/or in stores while supplies last, change weekly and will include products in a range of categories including fashion, home goods and beauty. According to JCPenney, the campaign is part of its holiday shopping strategy.
In addition to airing commercials, the campaign is supported by a 360-degree marketing plan, including promotion across social media, online video, email and in-store signage.
Michaels
The Michaels Companies has signed a three-year deal to serve as a one-stop game day shop for the Dallas Cowboys NFL pro football franchise. As part of its national partnership with "America’s Team," the specialty arts and crafts retailer (which is headquartered in the Dallas-Fort Worth metroplex) is selling supplies for customers to create Cowboys-themed party items, treats, crafts and home décor products, as well as custom framing services for jerseys.
Omnichannel features of the promotional partnership include “Fan Art Friday,” allowing customers to submit photos online of their Dallas Cowboys fan art for the chance to be featured on the Dallas Cowboys official social media channels throughout the season.
And on Saturday, Sept. 28, local sellers from MakerPlace by Michaels, the retailer’s new online marketplace for handmade goods, will participate in the Cowboys’ bi-annual flea market event at The Star in Frisco, Tex.