As part of a holiday marketing campaign created in collaboration with celebrity brand partners, JCPenney is rolling out a series of what it calls “Really Big Deal” reveals that will drop during Thursday night NFL football games on Prime Video beginning September 12.
Campaign reveals, or commercials, will feature exclusive offers and promotions in the runup to the holiday season, JCPenney indicated.
A lineup of celebrities will introduce the deals accessible by consumers Friday through Sunday during the 16-week campaign digitally and in stores while supplies last. The deals will change weekly and cover a wide range of products including fashion, home goods and beauty. JCPenney noted the company developed the campaign to make it a go-to destination for holiday shopping.
The celebrity line up includes basketball hall of famer Shaquille O’Neal, Martha Stewart (pictured above), actress Gabrielle Union, country pop singer Walker Hayes and chef and cooking content creator Jenny Martinez, each selected because of their relatability and connection with the company through their brands sold at JCPenney stores and on its e-commerce platform.
JCPenney’s in-house creative agency developed and produced the advertising in partnership with Jersey Legends Productions, a multi-media company co-founded by O’Neal and Michael Parris.
As it airs the commercials, JCPenney is launching a comprehensive 360-degree marketing plan including promotion across social media, online video, email and in-store signage. A Spanish-language version of the TV spot will air on streaming services, YouTube TV, Vevo, Univision and Peacock. It will feature Martinez, a well-known Mexican-American chef and social media creator, with a voiceover provided by Emmy Award-winning sports commentator Miguel Gurwitz, JCPenney maintained.
“This marks the second year of JCPenney’s involvement with Prime Video’s football broadcast,” said Carl Byrd, JCPenney vice president of creative and brand synergy. “Last season, JCPenney sponsored the post-game show and saw significant increases in consideration, awareness, and positive sentiment. This year we knew we wanted to make things bigger, and (we) worked to create a campaign that delivers energy, personality and humor with our celebrity partners, which are some of the biggest names in entertainment.”
