Imagine a retailer telling kids, 'don't go back to school'. That's exactly what Sears did with its 'Don't Go Back: Arrive' campaign, an effort that encouraged kids to make a big arrival at school by discovering their favorite fashion through their favorite music.

Themed around a search for America's Best Air Band, the campaign featured a four minute music video starring Disney's Selena Gomez and directed by music video master Dave Meyers. ArriveLounge.com, with Gomez as site host, provided fresh content every week including dialogue with Selena, a web series, and the chance to perform with the Air Band at the MTV Video Music Awards -- plus a style room, behind-the-scenes videos, a logo contest, and a video music mixer.

Arrivelounge.com and radio spots were launched first, in mid-June 2009. The web videos, games, and contest gained huge momentum, and were followed a few weeks later by the debut of the music video, the TV campaign and POP signage.

Sears was the only retailer among major competitors to show significant increase in unaided awareness during the back to school shopping season (24% à 33%) •Arrive Lounge delivered high engagement:•55% of tweens said that Arrive Lounge made them want to shop at Sears•63% of tweens said that Arrive Lounge made them want to tell their friends about Sears•2 million unique visits•8 million page views•Up to 8 minutes time spent•1.5 million hits on Selena’s Back to School content on YouTube•Most visited page of ArriveLounge.com was the Style Room