Back-to-school time is here – Sears connects with students on Facebook with their Campus 2010 Program
By Guest Blogger, Donna DeClemente, Donna's Promo Talk
Sorry for my absence here on the Lip-sticking blog, but last week I took a little summer vacation and went back down
south to the Myrtle Beach area to spend a few days with my dad and sisters. I never got a chance before I left to write a blog post that I
could schedule to run while I was gone. I always intend to do that, but
unfortunately it rarely happens.
Now that I'm back to reality I've already started focusing on helping to get my two
daughters prepared to head back to college. One is going to do her study
abroad semester in Florence, Italy, so she really needs to be ready.
So
where did the summer go we're all asking ourselves, right? Most of
schools down south start earlier than in the Northeast. So while I was
down there on vacation it was the talk of the local news media with some
already in session and others starting next week. If you're a freshman
in college or helping to move the under-classmates in, you'll also be
heading back to school next week as well.
So what was the big
Back-to-School promotion this year? Here's one campaign that I made note
of.
Sears and Kmart launched their "Campus 2010" social
media campaign that is an extension of the Back to Campus program they
originally launched last year targeting college students. They created
the Sears
Campus Connection Facebook page that includes a custom app called
the Campus Connector.
Through
the app students
can decorate a virtual dorm room with Sears or Kmart products and shop
for products such as bedding, appliances,
electronics and bath essentials, and place them in a virtual dorm room
to be shared with others. It's a little bit different from what they
created last year which you can learn more about from this post I wrote
titled: Back-to-School Marketing Part 2: Sears utilizes Facebook
for Campus Ready campaign.
Students can share what they've designed in the Campus Connector by
linking it to their Facebook page and posting their design to their
Facebook wall. Ross Glick, CEO of iNDELIBLE, the agency that created the
campaign, was quoted in this Marketing Daily post
as saying: "[Facebook] is where this demo engages most of their time,
not only from a social point of view but from a commerce [point of view]
as well. There's an opportunity here for Sears to not only improve
their sales, but also to improve their customer loyalty programs."
The
app does have a option for parents (moms) to utilize as well. Not sure how
many college-age students would want their mom decorating their dorm
room, but who knows. Mine just want my credit card!
BTW – Hope
the folks at the agency can shrink these pages down in the app to fit
Facebook's new smaller tab page size that they are putting into affect
this Monday, Aug. 23rd. The date was finally announced while I was on
vacation. Thanks Facebook!
Related posts:
- Back-to-school time is here – Sears connects with students on Facebook with their Campus 2010 Program
- Sears utilizes Facebook exclusively for BTS Campus Ready campaign
- Back-to-school shopping season is the "holiday season" for OfficeMax and Payless
- Back-to-school shopping season is the "holiday season" for OfficeMax and Payless
- JC Penny’s Back-to-School Campaign Combines Digital, Social, Mobile and Traditional