After Mary Kate and Ashley Olsen announced a new J.C. Penney-exclusive clothing line, called Olsenboye, on Monday morning, they spent the better part of the week bating customers and seeding product in a branded truck that covered much of the city.
"Mary Kate and Ashley Olsen were extremely involved in crafting the overall marketing plan for Olsenboye," said J.C. Penney brand marketing and publicity director Merianne Roth. "They had so many great ideas, and we narrowed down to ones that we thought resonated best with the consumer and served our purpose of communicating the brand clearly and in a fun way."
The targeted consumers—young women who are likely familiar with the twins' more expensive label, the Row—are often tempted by exclusivity. So to appeal to them, J.C. Penney decided to sell select products from a mobile retail space before the line's official February launch. Passersby in the highly trafficked stops at Herald, Union, and Washington Squares got a first look at the line in the vehicular shop and on mannequins set up alongside it. Those who actually made purchases saw their money go directly to charity.
J.C. Penney brought MKG Productions on to help make the truck more of an experience for shoppers. Together, they conceived a look for the truck—which featured articles of clothing listed like items on a menu—and set up interactive elements such as a photo booth and a product display featuring mannequins and clothes hanging from trunks.
Those not particularly interested in the clothes had other reasons to stop by, though. Sales clerks handed out free cupcakes from Baked by Melissa, and at several points throughout the Monday through Wednesday run, the Olsens paid visits to meet with fans. J.C. Penney was so pleased with the stunt's performance, there are plans for the truck to make one additional stop tomorrow in SoHo.
