AdWeek announces today that J.C. Penney will take the concept of integrated marketing to a new level during Thursday’s broadcast of the MTV Video Music Awards. As part of its back-to-school campaign, the retailer will air live ads that incorporate the actual awards show. This so called “seamless transition” from the show to the spots is achieved by having a screen with the awards show embedded in the ad. The ad then pans in and out of teens' and kids' bedrooms and ultimately into the live show at New York's Radio City Music Hall. They will also feature spots during the VMA telecast, including ads for juniors and young men and its fall fashion campaign. SpokesHack, Michael Cape, VP of brand marketing says… "We are looking to blur the edges between advertising and show content, by making viewers feel more integrated into our ads, so achieving a deeper emotional connection with our key audience. These live ads are one way to break through to consumers in a meaningful way." Hey listen Mickey Baby, all you’re going to do is piss people off by “blurring the edges.” Kids aren’t stupid, and if there’s one thing they hate it’s being treated like kids!!!
OK... That's blurry enough!
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