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NEW YORK Retailers this year are not taking an old-school approach to their back-to-school campaigns.
JC Penney, OfficeMax and Staples are all growing their social-media outreach this year, reasoning that’s where their target customers are.
Such campaigns augment traditional media like TV and print. For instance, JC Penney rolled out a TV campaign via Saatchi & Saatchi, New York, that’s complemented by a Facebook page called “JCP Teen.” There, visitors can talk about the clothes and connect with Penney’s skateboarding spokesman Ryan Sheckler.
OfficeMax, meanwhile, is bringing back its “Penny Pranks” videos (for products that cost a penny) via YouTube, which feature comedian Matt McCarthy paying for services like car repairs with pennies.
And
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