The desire for self-expression is paramount among teenagers; and their notoriously finicky nature makes it tough for brands to drive purchase.JCPenney wanted to convince teens that the brand uniquely understood their need for self-expression and carried the styles to help them achieve the look they sought.JC Penney wanted to create an integrated campaign, anchored by a destination website, since teens consider the internet as the medium they cannot live without. JCPenneyBTS.com and rich media advertising drew teens into a voyeuristic world where they could explore those bastions of teenage self-expression - other kids’ bedrooms. The site served as an exploration hub that allowed teens to interact with characters and their shared passions including music, sports and, of course, fashion.The target was primarily teenage influencers who care about style and are heavy users of interactive media. They know the first day of school is their chance to make the right impression – to be “in” but unique, showing their personality through must-have brands, worn their own way.