J.C. Penney Fuses Spots, Content

NEW YORK J.C. Penney will take the concept of integrated marketing to a new level during Thursday night’s broadcast of the MTV Video Music Awards. As part of its back-to-school campaign, the retailer will air live ads that incorporate the actual awards show.

The seamless transition from the show to the spots is achieved via technology that allows a screen with the awards show to be broadcast live onto a screen embedded in the ad. The ad then pans in and out of teens’ and kids’ bedrooms and ultimately into the live VMA show inside New York’s Radio City Music Hall.

J.C. Penney also will feature new spots during the VMA telecast, including ads for juniors and young men and its fall fashion campaign.

“We are looking to blur the edges between advertising and show content,” said Michael Cape, vice president of brand marketing, in a statement. “By making viewers feel more integrated into our advertisements, we are able to achieve a deeper emotional connection with our key audience. These live ads are one way to break through to consumers in a meaningful way.”

Actor and musician Jack Black will host this year’s show, which will feature performances by Beyonce, Justin Timberlake, T.I., Panic! At the Disco, Ludacris and The Killers, among others.

Omnicom Group’s DDB in Chicago is the client’s lead agency. The retailer’s overall measured media spending last year was $430 million and $200 million in the first half of 2006, per TNS Media Intelligence.