Best Shopping Microsite/landing Page

The site’s interactive brand experience broke through the holiday marketing clutter, positioned JCPenney as the destination with the “perfect holiday gift” and connected with consumers on an emotional level.

Targeting primarily women ages 18-49 and men ages 25-49 as the secondary audience, the overall strategy was to promote JCPenney as the destination of choice when it came to gift shopping for the holidays.

Through a series of complex Flash builds, T3 worked to create an interactive brand experience that engaged the customer to shop JCPenney online and in-store during the holidays. The site balanced transaction and service with an engaging experience. T3 showcased JCPenney as a brand that delivers on what matters, the company’s core philosophy. Merchandise was not only featured within each piece, but emphasis was placed on how the item could make the customers’ every day better. It’s not just what to buy, but why. Each product selected was marked with a “because” tag describing why it’s the perfect gift. Customers could also create gift wish lists, add to the site’s content by sharing their best gift received story, download wallpapers, ringtones and printable tags and send e-greetings.

Contributors:

Group Creative Director:	Kate Donaho
Account Director:	Jennifer Dillahunty
Senior Rich Media Designer:	Kim Faulkner
Senior Web Developer:	Jonathan Smith
Senior Rich Media Designer:	Justin Shrier
Associate Creative Director:	Jennifer Faber
Copywriter:	Katie Kirkpatrick
Interactive Art Director:	Nathan Hardy
Interactive Studio Director:	Tommy Klumker
Senior Account Executive :	Ryan McManus

T3 (THE THINK TANK)

Location: United States