JCPenney kicks off its back-to-school campaign this weekend with the launch of an integrated marketing campaign with the theme "You've Got It Inside," writes ClickZ. The campaign also incorporates elements of social media, with the creative designed to reach kids in the same ways they communicate with their friends. The campaign is produced by Tribal DDB Chicago (which worked on the site and online campaign) and DDB Chicago (which created the TV and print components).

Rich media-heavy online advertising sends kids to the jcpenneybts.com microsite, designed to get kids to watch videos, meet new "friends," click on featured products and ultimately make a purchase. To deploy the expandable ad units on Yahoo, AOL, MSN and MTV.com, among others, Tribal DDB partnered with Avenue A/Razorfish.

Partners with a presence on the site include the X Games, Fox's Teen Choice Awards and MTV. The Fox content includes a casting call and MTV offers visitors a promotion to become a Video Music Awards (VMA) Insider. The strategic relationship with MTV goes deeper, with traffic being directed from one site to the other.