Case Study: JCPenney builds a socially responsible lifestyle brand with Executive Visions Inc.'s integrated marketing campaign

JCPenney reaches 120 million consumers with Executive Visions Inc.

The customer, JCPenney, sought to expand its consumer relationships and advance its community involvement legacy through The JCPenney Afterschool Fund. The vendor, Executive Visions Inc., was engaged to create an integrated, brand-immersive platform to meet this challenge.

Executive Visions Inc. created the JCPenney Jam, an integrated cross-media initiative built around a live concert featuring major music artists. The solution included a CBS primetime special, a DVD/CD sale, and a comprehensive promotional campaign across multiple channels. This effort generated over 120 million consumer impressions and successfully positioned JCPenney as a socially responsible leader.

JCPenney