The goal of the campaign is to increase brand awareness and improve the image of Arizona Jean Co. apparel with the target demographic. This provides JCPenney with a view of user preferences, brand awareness, and current and future fashion trends, as well as insight into the performance of the Arizona print, television, radio, offline, and online campaigns.
Visitors can navigate from the list as well as submit their own favorite websites.
Popular websites will be reviewed based on user submissions, and recommended sites that meet MarketSource's online media criteria will be considered for buys in the next planning and buying cycle. Elsewhere on Celebrity Sightings, including the online shopping mall, celebrity chats, and fashion review sections, MarketSource has created integrated content about Arizona Jean Co. clothing. For this site, MarketSource developed Shockwave Flash interstitials. Hundreds of visitors have made their mark on the website by posting to discussion threads that allow them to share what makes them an individual. For the next flight, slated for a January 1 launch, MarketSource will break down the target demographic into more special-interest groups to reach the target market.