Sears has teamed up with Vanessa Hudgens, the charismatic star of the smash hit Disney Channel film series High School Musical, to give teens and tweens the confidence to go back to school in style. Beginning in July and led by the theme, “Don’t just go back. Arrive.,” Hudgens --who also just released her second CD, ‘Identified,’ — will be featured in an integrated marketing campaign, including print ads, long-format video, television spots, digital, and sweeps that include a private concert at your school with Hudgens.
The long-format video, featuring Hudgens, was shot by Grammy award-winning director Joseph Kahn, who is renowned in the world of music videos for his work with Britney Spears, Eminem, Mariah Carey, U2, Destiny’s Child and Black Eyed Peas, among others.
“I like to make a fashion statement by changing up my look with different styles,” explains Hudgens. “Sears is a great place for those heading back to school this year because you can find an entire wardrobe of fun ‘looks’ to suit any mood or fashion sense. Plus, since the clothes are so affordable, you can easily switch styles and really get noticed when you arrive back at school.”
Hudgens is featured in an online lounge, http://www.arrivelounge.com, which offers young customers an opportunity to register for a VIP Access Card to obtain exclusive benefits, including free music downloads, discounts and great prizes to help them arrive at school in style like a private jet or limo ride.
Also available in the lounge are exclusive behind-the-scenes photos and videos, and a remix master allowing visitors to make their own music videos to share with their friends via YouTube, Facebook and MySpace will go live in mid-July. Site content is provided by Hudgens, LL Cool J and MTV’s The American Mall movie.
“By partnering with Vanessa Hudgens we’re generating excitement about our back-to-school offering and building our relationship with our young customers and their parents,” said Sears Chief Marketing Officer and Senior Vice President Richard Gerstein. “Plus, campaign elements like the VIP Access Card and arrivelounge.com are providing instant gratification to tweens and teens and really engaging them with the brand.”
VIP Access Card holders will be further engaged through a weekly “Product Finder Challenge Promotion,” giving clues to hot items at Sears. Cardholders will be instructed to go to Sears or Sears.com to find the item and text a keyword. Correct texts will earn entries into the sweeps to win the Vanessa Hudgens’ concert at their school.