The Simon Property Group is taking a new approach to the back-to-school season with a campaign that appeals to parents with a sense of nostalgia and relies more on social media.

The campaign launched Monday in 25 percent of Simon’s markets on Facebook, to coordinate with when schools in those markets are back in session.  The biggest media push occurs around Monday.

The videos run on Simon’s web site, in digital displays at malls, on Facebook and as TV commercials which will air the weeks of Aug. 15, Aug. 22 and Sept. 5. The videos depict kids seeming incredulous over old photos of their parents and what they were wearing back then. In one, a girl asks her mom, “Why did you put sequins on that sweater?” And the mom replies, “Because I was a visionary.”

“We think there is a great opportunity to connect with moms trying to get their kids ready for back-to-school,” said Krystal Zell, Simon’s senior vice president of field marketing.

As part of the campaign, there’s a contest for $1,000 shopping sprees, whereby moms can participate by submitting photos of themselves when they were students to Instagram, Facebook and Twitter using the hashtag #tbtbts, for throwback Thursday back-to-school. Each week, Simon will select the best photo to determine a contest winner. There will three winners over a three-week period starting Thursday.