Sears is bringing prom dress fashions to Facebook users by making picking out a dress a social experience, reports Adweek.

Visitors to the prom dress selection on Sears.com have the option to share dresses from their Facebook profiles. Doing so alerts friends they've added a Sears prom dress and invites those friends to give feedback.

The campaign is an effort by Sears to present an attractive social experience to a younger audience by using the Facebook experience to construct a trip to the mall with friends.

Sears supports the effort with ads on Facebook and in-store signage driving people online.