So we have WalMart on Facebook, offering solutions for new roommates to furnish their college dorm room. The Wall on the page is covered with critics regarding the evil corporate practices of the World's number 1 employer. The community doesn't even have a thousand group member (considering that probably half of them are testers). No incentives. Lame!
Sears offers the 3D avatar tool. Smart to have youngsters try new clothes on their virtual me. Moreover, I was surprised that Sears is using the Meez.com Website all for themselves. Was Meez sold or rented out to Sears? However, unsmart move for Sears since once your avatar is set up, there's nothing else to do. Boring!
JCPenney offers a more elaborated relationship between users and the brand. It's called C7P:Mix It Up. Two comedians host the Website: FlipDep TV hosted by Chip & Pepper and showing UGC videos, style competitions, a style book,and a direct link to shop online. The branded universe is more catchy, and it almost made me want to check out the small woman cotton rouge Tee a popular teen is showing off on a video.
American Eagle is pretty original too with its "It's a Mall World" campaign. The approach is amix of all of the above: A Webisodes broadcast like C7P, a graphic style like the WalMart Facebook, no 3D avatars, but a tool to customize your Myspace page and a competition to win a $1000 check for shopping at American Eagles.
Now while Sears and Walmart suck, thinking that you just have to be where the target is to be cool, JCPenney and American Eagle really went the extra mile to offer a real brand experience that will probably boost the desire from the users to get the clothes they are interacting with.
