JCPenney has ramped up its mobile efforts for its 2010 back-to-school campaign. This week, the retailer launched its integrated marketing campaign, “New Look. New Year. Who Knew!” in an effort that utilizes various social and mobile components.
While JCPenney has created mobile sites in the past, it added several new features this year.
Its mobile hub will include the company’s back-to-school TV spot, an opportunity to opt in and receive weekly texts on the latest back-to-school clothes, the means to view styles....