Sears and Kmart launched their "Campus 2010" social media campaign that is an extension of the Back to Campus program they originally launched last year targeting college students. They created the Sears Campus Connection Facebook page that includes a custom app called the Campus Connector.

Through the app students can decorate a virtual dorm room with Sears or Kmart products and shop for products such as bedding, appliances, electronics and bath essentials, and place them in a virtual dorm room to be shared with others. It's a little bit different from what they created last year which you can learn more about from this post I wrote titled: Back-to-School Marketing Part 2: Sears utilizes Facebook for Campus Ready campaign.

Students can share what they've designed in the Campus Connector by linking it to their Facebook page and posting their design to their Facebook wall. Ross Glick, CEO of iNDELIBLE, the agency that created the campaign, was quoted in this Marketing Daily post as saying: "[Facebook] is where this demo engages most of their time, not only from a social point of view but from a commerce [point of view] as well. There's an opportunity here for Sears to not only improve their sales, but also to improve their customer loyalty programs."

The app does have a option for parents (moms) to utilize as well. Not sure how many college-age students would want their mom decorating their dorm room, but who knows. Mine just want my credit card!

BTW - Hope the folks at the agency can shrink these pages down in the app to fit Facebook's new smaller tab page size that they are putting into affect this Monday, Aug. 23rd. The date was finally announced while I was on vacation. Thanks Facebook!