Case Study: JCPenney boosts brand engagement with VOLO Events Agency experiential marketing

JCPenney generates 120 million favorable impressions with VOLO Events Agency

JCPenney, a major retail company, wanted to strengthen consumer bonds and reinforce its legacy of community involvement through its JCPenney Afterschool Fund. The challenge was to connect with kids, parents, and the broader retail audience. To meet this challenge, they engaged VOLO Events Agency for an experiential marketing initiative.

VOLO architected and produced "JCPenney Jam – The Concert for America’s Kids," a cross-media CBS primetime special featuring iconic musical artists. The solution was an integrated, brand-immersive platform that used music as an emotional driver across multiple channels, including merchandising, advertising, and PR. The results for VOLO's client were highly successful, generating over 120 million favorable consumer impressions and solidifying JCPenney's position as a socially responsible retail leader.

JCPenney