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In 2007, JC Penney went through a major shift in branding. All too frequently it was mom who was shopping in-store, which made teens stay far, far away. JC Penney identified its strength as having tons of fashion under one roof, but desperately needed a way to drive teens in-store for the back-to-school season.
The JC Penney Mix It Up Challenge encouraged teens to come in the store and try on any combination of clothing, take a picture on their cell and submit it online for others to choose the best clothing combo — all for the chance to become a trophy presenter at The Teen Choice Awards. The promotion, living primarily online received in-store support and was deemed a success by JC Penney and serves as a stepping stone for furture JC Penney initiatives.
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