J.C. Penney launches new site to get kids shopping

07/14/2006 | ClickZ

J.C. Penney's integrated back-to-school campaign "You've Got it Inside" includes a microsite, jcpenneybts.com, aimed at kids that features strategic partnerships with X Games, Fox's Teen Choice Awards and MTV. The site, created by Tribal, DDB Chicago, is set up as a progressive experience where users "meet" nine kids, view their "rooms" stocked with featured products and eventually buy them.

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