J.C. Penney is experimenting with a new marketing initiative that integrates online, print, broadcast and mobile advertising and combines it with digital marketing, promotion and sponsorships, in an effort to encourage kids to explore J.C. Penney’s fashionable clothes. The company is listed as the #12 retailer in the Internet Retail Top 500 Guide and while it has always maintained its popularity with the older generation, it is now trying to connect with kids and teens.

According to Mike Boylson, chief marketing officer for J.C. Penney, “While traditional marketing remains an important part of our approach, we are focused on incorporating new components into this year’s back-to-school campaign that will truly reach youth in an authentic way. Using this unique approach, we’re able to break through the marketing clutter and sameness to attract kids and teens – whether it’s at the movies, in the mall, on the phone or on the web.”

The internet campaign will feature webisodes, which will be short episodes of a reality series which will explore “the concept of image in high school society by featuring four teens from one high school who are ‘flipped’ into an opposite clique from their own.” There will also be a subsite for the campaign with a Mix it up theme, which will offer fashion tips and ideas.