Notes from the mediascape: Sears taps social scene for back-to-school push

Dubbed 'Don't Just Go Back. Arrive' and aimed at tweens and teens, the initiative is a partnership with 13 networking/virtual world sites.

Retailer Sears has jumped on the social networking bandwagon to promote its ‘Don’t Just Go Back. Arrive’ school gear campaign for tweens and teens.

Thirteen social networking/virtual world sites have partnered with Sears to offer kid visitors custom animation, virtual world and social networking apps via the retailer’s hub

The site features exclusive, interactive content from the entire Sears 2008 back-to-school product lines as well as a High School Musical sweepstakes, and the host of online partners includes Disney, Nickelodeon, and MySpace.

Y&R Chicago (Sears’ AOR) did the creative for this initiative, while media was handled by the retailer’s media AOR, MPG NY/Chicago, and Boston’s Media Contacts. Chicago’s Whitman Hart worked with Media Contacts on the online elements.

From KidScreen Daily