so depressing

I still get depressed when I see the first placement of the words "back to school." And here it is July 17, and JC Penney's kicking off their back to school marketing plan. Leading the effort is a microsite JCPenneyBTS. JC Penney BTS?? BTS is the best unique url they could come up with? Do they think kids talk about "back to school" and IM their friends "BTS"? I'm thinking that it's short for "JC Penney Bites."

Touted as an integrated plan utilizing the latest social media - I'm not seeing it. Don't get me wrong - the Flash work on this site is beautious. But that doesn't make it effective. Or social media. Unless by social, they mean - let's try and trick teens into going to several teen oriented sites (our partners), and give up their personal information in exchange for entry into a contest, while visiting the JC Penney microsite. BTS. Puhleeze.

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