Back-to-school is omnichannel at JCPenney

JCPenney Co. is launching a back-to-school marketing campaign that covers all the bases of omnichannel retailing.

The campaign will be supported by ads on TV, inSeventeenmagazine, direct mail, preprints, broadcast and streaming video.



All marketing elements will be housed on a back-to-school hub at the Penney website, which includes a mix-and-match game that allows kids and teens to assemble different pieces to create their own style mash-up.



Penney is also encouraging teens to share their personal style using the hashtag #BendTheTrend. The company is also seeking to start a movement that inspires everyone to be more open and supportive of one another, declaring Aug. 12 as "National Shout-Out Day.” Kids and teens will be encouraged to post a shout-out of online compliments to friends, parents and neighbors using #ShoutOutDay.



Penney will be celebrating the occasion by giving shout-outs to anyone and everyone talking about their personal style on social media. The company will offer digital compliment cards that teens can use to flatter their friends when they post pictures of themselves in their back-to-school gear. These e-cards can be shared from Penney`s Tumblr page to other social media channels.



The retailer will also sponsor an online video series on AwesomenessTV, a teen destination for original programming on YouTube. Teen influencers such as Josh Tryhane, Sierra Marie, Paulina Cerrilla and the Merrell Twins will be sporting J.C. Penney mashed outfits while promoting the virtues of "National Shout Out Day."