Sears has teamed up with Vanessa Hudgens, the charismatic star of the smash hit Disney Channel film series High School Musical, to give teens and tweens the confidence to go back to school in style. Beginning in July and led by the theme, "Don't just go back. Arrive.," Hudgens will be featured in an integrated marketing campaign, including print ads, long-format video, television spots, digital, and sweeps that include a private concert at your school with Hudgens.
The long-format video, featuring Hudgens, was shot by Grammy award-winning director Joseph Kahn, who is renowned in the world of music videos for his work with Britney Spears, Eminem, Mariah Carey, U2, Destiny's Child and Black Eyed Peas, among others.
"I like to make a fashion statement by changing up my look with different styles," explains Hudgens. "Sears is a great place for those heading back to school this year because you can find an entire wardrobe of fun 'looks' to suit any mood or fashion sense. Plus, since the clothes are so affordable, you can easily switch styles and really get noticed when you arrive back at school."
Hudgens is featured in an online lounge (http://www.arrivelounge.com/), which offers young customers an opportunity to register for a VIP Access Card to obtain exclusive benefits, including free music downloads, discounts and great prizes to help them arrive at school in style like a private jet or limo ride. Also available in the lounge are exclusive behind-the-scenes photos and videos, and a remix master allowing visitors to make their own music videos to share with their friends via YouTube, Facebook and MySpace will go live in mid-July. Site content is provided by Hudgens, LL Cool J and MTV's The American Mall movie.
"By partnering with Vanessa Hudgens we're generating excitement about our back-to-school offering and building our relationship with our young customers and their parents," said Sears Chief Marketing Officer and Senior Vice President Richard Gerstein. "Plus, campaign elements like the VIP Access Card and arrivelounge.com are providing instant gratification to tweens and teens and really engaging them with the brand."
VIP Access Card holders will be further engaged through a weekly "Product Finder Challenge Promotion," giving clues to hot items at Sears. Cardholders will be instructed to go to Sears or Sears.com to find the item and text a keyword. Correct texts will earn entries into the sweeps to win the Vanessa Hudgens' concert at their school.
About Vanessa Hudgens
Nineteen-year-old Vanessa Hudgens began performing at an early age, appearing in musicals starting at age eight, by taking over for a friend who couldn't go to the audition, and moved with her family to Los Angeles after winning an audition for a commercial. Hudgens scored roles in many television shows and feature films, but it is her role as the shy, intelligent student Gabriella Montez in the Disney Channel film series High School Musical that has brought Hudgens her greatest success. The original film premiered in January 2006 and spawned a hit soundtrack, a worldwide concert tour, a show at Walt Disney World, and even a book series that helped Hudgens land in Forbes magazine's list of top-earning stars under 21. Hudgens reprised her role in High School Musical 2 which premiered on the Disney Channel in August 2007, and she is set to film High School Musical 3: Senior Year scheduled to hit theaters in October 2008. Hudgens also signed a record deal with Hollywood Records and released her first solo album, V, an eclectic mix of pop, rock, electronic and R&B songs. Hudgens' second album, Identified, will be released on July 1, 2008.
About Sears, Roebuck and Co.
Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 926 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at http://www.sears.com/ or the Sears Holdings Corporation website at http://www.searsholdings.com/.
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