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While marketers covet Generation Y dollars, the teen demographic has proven elusive and fickle, especially since teens will often reject pre-fabricated ad messages.
In an effort to convey both hipness and youthful irreverence, Arizona Jean Company–JCPenney’s exclusive billion-dollar denim jeans, casual apparel and accessories brand–last week began an online promotion with tongue-in-cheek interactive game show Thunk!, a creation of Pseudo, a New York-based Web entertainment network.
“It’s definitely a good placement for us,” said Fred Fritschi, Arizona’s corporate brand manager.
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