J.C. Penney, Seventeen Formalize Prom Site

Brandweek,  Oct 23, 2000  by Jennifer Owens

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In its first major marketing deal since relaunching in August, Seventeen.com has signed on with J.C. Penney to create a promthemed mini-site featuring the Plano, Texas-based retailer's selection of formal dresses.

The custom site, expected to launch in December and last through June, will feature a sweepstakes in which a high school can win a live performance by an as-yet-unnamed pop band at its prom, which will be Webcast live on Seventeen.com.

According to Jennifer Frommer, vp of marketing for Seventeen.com, the "prom portal" will be linked to the teen magazine site by a feature button on its homepage. "It will be part of Seven teen.com and it will have the same sort of look and feel as Seventeen.com," said Frommer. "But it will be J.C. Penney [branded] content."

Created by Seventeen.com, that content will include a dress section, which will be updated throughout the life of the mini-site; an accessories section featuring bags and shoes; e-postcards, so users can send photos of dresses to their friends and family; monthly chats with Seventeen editors and possibly celebrities; and a coupon that can be printed out for use in store.

Meanwhile, offline, Frommer said the marketing partnership will also include a chain-wide gift-with-purchase program, custom countercards and live events at four J.C. Penney's nationwide. Additionally, Seventeen will run spreads in two issues touting the program.

"Everything will be connected," she said. "For instance, whatever we do in store, as an event and on an invitation will be marketing the prom portal. We're also going to take advantage of all their signage and [point of purchase].

"It's about driving traffic to the portal," said Frommer. "But it's also about driving traffic back to the stores, which is what [J.C. Penney] really cares about."

At J.C. Penney, a spokeswoman said the mini-site will fit into the company's "three-tailer" approach, which incorporates in store, catalog and online sales. "The Internet is another vehicle with which we can reach our J.C. Penney shopper," the spokeswoman said, particularly younger ones.

"To us a successful effort is being able to leverage all three of those shopping avenues," she said. "It's all about making it convenient for the customer, giving her the access to our merchandise when and how she wants it."

For Seventeen and Seventeen.com, Frommer said the J.C. Penney partnership will be a model for future marketing deals, tapping a franchise that now includes a print magazine, an online site and about 200 live events annually.

Said Frommer, "This is something special that we think we can bring to the party, especially because of the integration."

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