In With Disney On 'High School Musical 3'
September 11, 2008
Hoping to cash in on Disney's lucrative "High School
Musical" franchise, JC Penney is launching the "JCPenney
Best Seat in the House 'High School Musical 3'
The promotion, linking it to one of the most lucrative
tween marketing franchises ever, is the latest effort in
Penney's ongoing campaign to win over more sales in
children's, tween, and teen clothing as it limps its way
through America's enduring retail funk.
Penney already sells a wide assortment of "HSM"
merchandise, aimed primarily at kids and tweens--including
apparel, home décor, cosmetics, youth electronics and
games. During the promotion, it will also offer free
movie posters with purchase of any "HSM" merchandise.
The sweepstake winner gets a red-carpet screening of the
movie for the lucky winner and 100 guests, as well as a
limo ride. And Penney's clothing is featured on the
microsite promoting the contest.
Penney will also sponsor Radio Disney's popular feature,
"On the Set," with behind-the-scenes scoops and cast
interviews from the movie, including JCPenney gift cards
and movie-themed merchandise giveaways. The movie is set
to open in theaters Oct. 24.
Teens have also been a major focus for Penney, which
launched an extensive teen marketing campaign back in
July, a Breakfast Club-inspired effort showing teens how
they can "get that look." That effort hyped a number of
teen brands, including Decree, Fabulosity, and American
Living, its partnership brand with Polo Ralph Lauren.
But so far, the results have been disappointing, as
consumers clamped down on spending for apparel.
Department stores like Penney have been hit hard, and it
recently said that in August, its key back-to-school
month, comparable store sales fell 4.9 %.
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