Sears' Arrive is Style Campaign: Talking TO the Audience, not AT Them

The team at Sears faced an interesting challenge for their Back-to-School initiative in 2008. They introduced a new line of fashionable clothing within a splashy movie partnership, but needed to break through a tough competitive landscape and demonstrate relevance to the tween/teen audience.

Betawave delivered a deeply integrated campaign that effectively positioned Sears as content producer, not simply an advertiser. We featured their clothing multiple virtual worlds, built a custom game that brought the idea of a teen’s “peer paparazzi” to life, and supported it all with a high impact media flight.

This campaign succeeded on every level; the media performed beautifully and the integrated elements drove massive, repeated participation. Most importantly, we found our audience talking about Sears in the same breadth as some of the more established fashion stalwarts for teens.

Ad Solutions in this campaign

Video
Rich Media
Virtual World Integration

Want more information?

Contact us at advertising@betawave.com to learn more about how attention can make your brand advertising perform.