JCPenney Goes Multi-Channel for the Oscars

JCPenny carried it’s heavy rotation of ads on ABC to a sponsorship of AOL’s Oscar’s section. Click on the banner and you’ll go to a rich media page set up by the retailer to “Shop the TV Ads. You can play any of the five ads and click on the clothes and other items you want to buy. It interrupts the stream and takes you to a product page.

The thing is, the TV spots didn’t have a clear call-to-action to send viewers to the Web, there was no search campaign to speak of, so you really have to visit AOL’s special section to hit the right landing page. Good concept, but the execution could be smoother.

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