SEARS Arrive Campaign

Brand buzz had to be built well outside Sears.com - how about a MySpace page that looks like the inside of a school locker. It posted the hot news of the day, like the Product Finder Challenge, a shopping game that offered a chance at a Vanessa Hudgens concert at your school. In addition to serving up songs and exclusive videos, a community manager dedicated to social surfaces also drove the conversation about Sears fashions.