By  on July 15, 2010

J.C. Penney Co Inc. is heading back to school with an aggressive campaign largely built around digital and social media and mobile marketing.

For the first time, the department store chain will use haul videos in which consumers assess product, and mobile iAds, signaling Penney’s determination to capture a bigger share of the youth market. This year, on a monthly basis, Penney’s has been lagging its prime competitors, Macy’s and Kohl’s.

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