“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,” said Mike Boylson, chief marketing officer for JCPenney. “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.”

But for all the channels J.C. Penney is working in this campaign, there’s no social media! 

There’s a lot of one-way information going on here.  I think the clothing retailer could really cut through the clutter by adding two-way dialogues with the teens and youths they’re targeting.