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Sears reaches youth market with social media

In a recent post at Social Media Today, Jennifer A. Jones discusses Sears’ new social media campaign to appeal to the youth market. They introduce their brand to the teens in quite a few ways, making a great marketing campaign that focuses on the youth from several angles.


In an effort to reach 8 to 14 year olds, Sears is spreading their name throughout the Internet on sites that teens use. They’ve gotten sponsorships with Facebook, MySpace, Seventeen, CosmoGirl, Nickelodeon and Disney. Sears has also posted games on different sites including Addicting Games, Fun Brain, and NeoPets. They’ve also introduced virtual Sears’ boutiques, fashion shows and other games at places like Zwinky, Meez, The N. In total, Sears has partnered with thirteen websites according to DMNews.


In further efforts, they’ve connected with High School Musical star Vanessa Hudgens with their digital campaign. At the Arrive Lounge, teens are encouraged by the star to go back to school in style wearing Sears’ clothing. There, they can also find behind the scenes video with Hudgens, sweepstakes to enter and a variety of things to download. Sears also sets the stage in MTV’s new movie The American Mall, as the movie was filmed in a Sears location and the actors wore Sears brand clothing.

Jenny Pereira

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