Taubman’s Short Hills Mall back-to-school Web site returns

Bloomfield Hills, Mich. Taubman Centers said Wednesday it has brought back a mall promotion that allows users to access back-to-school savings as well as post yearbook-inspired photos.

The Mall at Short Hills, in Short Hills, N.J., has returned the online campaign, YearbookYourself, for a second year in time for back-to-school shopping. Developed and produced with the help of Minneapolis-based ad agency Colle+McVoy, the “Yearbook Yourself” campaign allows visitors to the site to upload photos in order to see themselves in vintage hairdos and outfits spanning more than five decades. Once “yearbooked,” they sent their photos across the Internet; when the site launched last fall, it drew more than 15,000,000 visitors.

This year the Web site, YearbookYourself.com, offers additional enhancements including a Facebook integration.

“More than 780,000 people have signed up to be e-mailed when the new site launches,” said Janet Cesario, marketing and sponsorship director for The Mall at Short Hills.

Visitors to the new YearbookYourself.com will discover new templates for hairstyles and fashions, from mullets to dreadlocks, along with improved functionality and the ability to fine-tune details such as skin tone and photo orientation, said Cesario.

The site, which launched Wednesday, will remain active through the fall of this year.