JCPenney "Dork Dodge"
Going Like Sixty — July 31, 2008 — Marketing
JCPenney is trying to connect with girls who have just graduated from high school with an online game called "Dork Dodge."
Supposedly the game introduces young women to the dorks they'll meet in college. Dork Dodge is meant to teach them how to dodge these guys as the girls move around the dorm and on campus. The interactive campaign is meant to boost Dorm Life, Penney's latest brand.
Note that JCPenney calls them "college-bound" women so not to sound too patronizing. The site plays real cutesy on a loop and the animation is vintage, at best. The game was developed by EVB, a digital marketing company.
Their press release touts it like some educational, life changing, break-through online experience.
Supposedly the game introduces young women to the dorks they'll meet in college. Dork Dodge is meant to teach them how to dodge these guys as the girls move around the dorm and on campus. The interactive campaign is meant to boost Dorm Life, Penney's latest brand.
Note that JCPenney calls them "college-bound" women so not to sound too patronizing. The site plays real cutesy on a loop and the animation is vintage, at best. The game was developed by EVB, a digital marketing company.
Their press release touts it like some educational, life changing, break-through online experience.
The goal: to attract young women between the ages of 17 and 19 who are preparing for college dorm life--a customer segment far removed from traditional 40-and-up JCPenney loyalists.
Trend Themes
1. Interactive Game-based Learning - Developing online games for educational purposes can attract and engage younger customers, providing growth opportunities for companies.
2. Marketing to College-bound Students - Targeting the college-bound student demographic with creative and interactive online campaigns can drive brand awareness and customer acquisition.
3. Personalized Branding for Niche Audiences - Creating unique marketing campaigns that speak directly to niche audiences, such as college-bound women, can help companies differentiate themselves and strengthen customer loyalty.
Industry Implications
1. Education Technology - By leveraging interactive games and online learning platforms, companies in the education technology industry can revolutionize the way young people learn and prepare for college.
2. Retail - Retail companies looking to expand their customer base can target the college-bound student demographic with creative and engaging campaigns, such as JCPenney's Dork Dodge game.
3. Marketing and Advertising - Marketing and advertising companies can help businesses create personalized, interactive campaigns that speak directly to niche audiences, such as college-bound women, to drive brand awareness and customer acquisition.
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