Sears and Selena Gomez conducted a nation-wide search to assemble America’s Best Tween Airband for an appearance in a music video with Selena. Hundreds of thousands of visitors to Arrivelounge.com voted on who got in the band, the styles they wore, the music they performed and more. Hundreds more submitted auditions to become the fifth band member for a streamed red carpet performance at the MTV VMAs. Selena’s video debut coincided with:30 TV cut-downs that matched enticing price-points to the fashions tweens had been actively engaging with for weeks.

The campaign reversed a downward trend for Sears in tween apparel:Girls apparel up +21%Boys up +39%Juniors up +51%The campaign created high, episodic engagement across multiple weeks with tweens:Over 2 million site visits to Arrivelounge.comOver 8 million page views1.5 million YouTube views of the Airband’s music videoAverage time per visit: 8 minutesMost popular site page: the Style RoomThe campaign increased awareness and changed perception:Sears was the only retailer among its peers with significant increase in unaided awareness (24 – 34%)55% said Arrivelounge.com made them want to shop at Sears63% said arrivelounge.com made them want to tell friends about Sears