Sears Arrive Lounge
ArriveLounge.com
The Sears Arrive Lounge is an interactive website created to support the ever-evolving Sears Back to School campaign. Featuring popular teen celebrity Selena Gomez as a hip guide to fashion and music, the high-resolution full-screen video experience encouraged tweens to check out fresh Sears styles and participate in promotions throughout the summer—one of them being the Sears Arrive Air Band competition.
Calling on tweens to bring out their inner rock star, the user-generated challenge gave them the creative freedom to build their ideal air band as each phase unfolded. All summer long kids were able to name the air band, design its logo and even audition for a chance to perform with them at the 2009 MTV Video Music Awards.
With the integration of broadcast media, rich media programming and social media channels, the Sears Arrive Lounge has emerged as a key example of next-generation online retailing, one that engages a new demographic of consumers in an exciting way.
Phase 1
LaunchSelena Gomez welcomed visitors to the Arrive Lounge, teasing what’s in-store for the summer and generating excitement for all of the elements to come.
Phase 2
LaunchThe Sears Arrive Air Band competition kicked off with a call for visitors to check out air band audition videos and give their favorite contenders a shout-out.
Phase 3
LaunchCore members of the air band were announced and an interactive Style Room enticed visitors to browse hot fashions from Sears and surf over to Sears.com to purchase the looks they like.
Phase 4
LaunchParticipation picked up with a chance to become the fifth member and style the air band. Over a thousand tweens submitted audition videos, air band names and logo designs.
Phase 5
LaunchAuditions continued to pour in as visitors were asked to give their favorite 5th member contenders a shout-out. A Wizards of Waverly Place Sweepstakes offered tweens a chance to win an experience with Selena Gomez.
Phase 6
LaunchThe Sears Arrive Air Band music video premiered, featuring fresh moves and fashion that spanned musical genres. A backstage Video Gallery engaged visitors to filter through all the action.
Phase 7
LaunchVoting for the style of the air band kicked off and visitors got to select their favorite picks for the most creative names and logo designs.
Phase 8
LaunchNew back to school fashion was added to the Style Room. Modeled by Selena Gomez and the Sears Arrive Air Band, visitors were encouraged to share the looks they like with parents via email.
Phase 8.1
LaunchEngagement reached sky-high levels as the pool of fifth member contenders narrowed down to 10 and finalist voting began. The stakes were high, as the chosen member would perform at the VMAs.
Phase 9
LaunchVoting for name and logo creations as well as sweepstakes entries came to an end. An Arcade Room was introduced where visitors could play games inspired by the music they love.
Phase 10
LaunchThe fifth member choice and air band style was teased to be revealed at the VMAs. Additional backstage footage, fashion looks and games were integrated to keep interest piqued.
Phase 11
LaunchCalls for participation were answered with the reveal of the fifth member, air band name and logo at the VMAs performance. Televised to over 26 million viewers, shortly thereafter the live footage became available online for viewers to enjoy.
Phase 12
LaunchThe Arrive Lounge wrapped up in style with a special congratulation to the competition’s fan favorites. It will continue to live on as fun place to hang out and browse fresh guys and girls fashion from Sears.
Music Video
Selena Gomez and the Sears Arrive Air Band's music video, "I'm Gonna Arrive", received over 11,000 views on the Sears Arrive Lounge YouTube page and was also prominentaly featured at the Arrive Lounge.
