JCPenney Chimes In With Disney On 'High School Musical 3'

Sarah Mahoney

Media Post

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' Sweepstakes."

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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