JCPenney’s Mobile Marketing: Too Cool For School
JCPenney gets too cool for school with their mobile marketing strategy.
Mobile Commerce Daily reports that retailer JCPenney has launched a multichannel marketing campaign. What’s exciting about this campaign?
Well, it merges augmented reality and video into mobile experiences for teens. The campaign features ads that will run via Apple’s iAd, mobile coupons and a new iPhone application.
“Through our mobile marketing initiatives, we able to reach teens where they are and provide them exciting, media-rich, interactive content that allows them to explore and discover the JCPenney brand,” said Kate Coultas, a spokeswoman at JCPenney.
JCPenney is part a select group of companies that are allowed to reach consumers through Apple’s new iAd concept. The launch of an interactive back-to-school ad will appear when iPhone and iPod Touch customers use an application on their device.
The iAd features a Style Mixer, an interactive experience that enables users to scroll through mix-and-match outfit combinations:
When iPhone and iTouch customers open an application (JCPenney is targeting music, entertainment and lifestyle apps), a scrolling JCP Teen banner will appear at the bottom of the screen, inviting the user to interact.
When the user touches the banner, a JCPenney fashion photo takes over the entire screen, mimicking a Polaroid photo developing as the application loads.
Once loaded, the iAd will provide an expansive environment for teens to interact and play with multiple features, including:
- A Style Mixer for scrolling through mix & match outfit combinations.
- A “Shake-to Shuffle” feature will allow for surprise outfit combinations. Favorites can be voted on and saved, with product details texted back to users to serve as shopping references.
- Another feature includes a Style Dial, which will show the user looks by trend (ex. military) or lifestyle (ex. date night).
- Other features include a behind-the-scenes video of the BTS broadcast spot, music downloads and more.
- Additionally, a store locator feature will offer a geo store location feature.
Users will also be offered the opportunity to download the new JCPTeen iPhone/iPod Touch app, which will immediately download on their device rather than through a re-direct to the iTunes store.
As part of JCPenney’s back-to-school promotion with Seventeen magazine, JCPenney will be the exclusive retailer for its augmented reality experience on Seventeen.com.
Through the view of a Web cam, Seventeen’s augmented reality experience will simulate JCPenney merchandise items into a real world environment, allowing users to virtually try on an item, then link to jcp.com for purchase.
This campaign will be exciting to watch unfold, they’ve started it correctly with the explanation of the target market, how the components work together and what the goals are. The only thing we’re not thrilled about, the haul videos. We’re watching this one.
This article was summarized from Mobile Commerce Daily. Read the full article on their website.