SEARS Arrive Campaign

For the Sears brand, Arrive Lounge was more launching pad than destination. Content from Vanessa Hudgens and MTV's “The American Mall,” behind the scenes clips, style photo galleries… all were downloadable, shareable, even remixable. One video netted 500,000-plus viewings outside the Lounge. Over 2 million votes picked which dancer would share the TV campaign spotlight. This site didn't just spread the news; it shared the fun.