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JC Penney: Dance Battle Outside Stores
JC Penney kicks off interactive dance competitions with Seventeen and Cosmo Girl, taking place in front of its stores in New York, Chicago, LA, Dallas, and Miami on July 24, Adweek reports. Local winners will be featured online; site visitors vote for a grand-prize winner who will receive cash and a trip to LA to meet with a casting agent. This makes up part of JC Penney’s back-to-school campaign, via DDB, which includes two 30-second TV spots - to air on network and cable stations including MTV - print ads, point-of-purchase, and the website, JCPallaccess.com.
JC Penney spent $50 million on ads in July and August of 2004, according to Nielsen Monitor-Plus. This year’s budget was not disclosed.