JCPenney Springs into Oscar® Season with New Marketing Campaign

Inspired by Its Customers, Retailer Showcases Trendy, Attainable Style Designed to Fit All

PLANO, Texas – (Feb. 19, 2015) – JCPenney will leverage the biggest night in fashion to kick off its spring campaign by premiering seven commercials during the 87th annual Academy Awards® on Feb. 22. Featuring beautiful fashion sketches brought to life, the commercials will spotlight the Company’s assortment of women’s, men’s and home brands found at JCPenney. For 14 consecutive years, JCPenney has been the official retail sponsor of this star-studded event and has used this glamorous occasion to showcase its spring lineup of trendy, yet attainable fashion designed to fit all shapes and sizes.

“Our customer is our muse – she inspires everything we do, “ said Deb Berman, chief marketing officer for JCPenney. “We are committed to celebrating her style by showing how we bring fit and fashion together. Through our campaign, we will emphasize JCPenney’s strength in offering styles that fit any shape, size, color, occasion and budget.”

Lookbook Launch
Beyond the broadcast, JCPenney will extend its marketing experience with the launch of the Lookbook, a new online source of fashion inspiration. The Tumblr site will launch the night of the Academy Awards and invite customers to share a photo of their personal style using the hashtags #JCPLookbook and #JCPStyle. JCPenney will surprise and delight customers by turning select photos into a fashion illustration of them wearing a look from JCPenney's spring assortment and offer a chance for customers to be featured in the Lookbook. Customers will also be able to shop the looks from

Oscars® Play to Give
JCPenney will also invite customers to give back through its “Oscars® Play to Give” game. Players who register at will have an opportunity to earn points and generate a donation from JCPenney to one of three charity partners. Each game card features a grid with 25 squares. Each square or tile represents potential moments from the red carpet and awards show that players can click when those corresponding moments occur live. The goal is to tap out as many squares that form a horizontal, vertical or diagonal line to earn points. Players can choose to play individually or as part of group via Facebook or Twitter and can follow their progress throughout the night on a group leaderboard. With more viewers following live events using a second screen such as a smartphone, tablet or laptop, the interactive, online game will allow JCPenney to engage with customers throughout the broadcast. Those who register to play the game prior to February 22 will receive a $10 off $25 coupon to use on their next shopping trip to JCPenney.

Following the Academy Awards, trend-inspired mailers will be sent to select customers, highlighting key looks, style tips and essential items for the season. Additionally, the retailer will showcase its spring style in various print ads appearing in top national consumer magazines including People’s post-Oscar issue as well as People en Español, People StyleWatch, Redbook, InStyle, Cosmopolitan, Marie Claire, Essence and Latina. The campaign will also be supported by social, mobile and digital elements. All creative elements will infuse the look and feel of a sketch pad with fashion illustrations and images that appear as paper cutouts or swatches that look as though they’ve been stapled, taped or pinned to the page.

JCPenney Media Relations:
(972) 431-3400 or
Twitter: @jcpnews

About JCPenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and home furnishing retailers, is dedicated to fitting the diversity of America with unparalleled style, quality and value. Across approximately 1,060 stores and at, customers will discover a broad assortment of national, private and exclusive brands to fit all shapes, sizes, colors and wallets. For more information, please visit