JCPenney Returns to Oscars, Debuts Second-Screen Game
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J.C. Penney is returning to the Oscars for the 14th year in a row — this time with seven spots and a second screen game to engage viewers during the broadcast.
The game, called “Oscars Play to Give,” is loaded with potential Academy Awards moments. When they happen live, users tap the squares that represent each moment to earn points and generate a donation from J.C. Penney to one of three charities: Share Our Strengths’ No Kid Hungry campaign, Boys and Girls Club of America and DoSomething.org.
“With more and more people engaging online during live events, we were looking for a fun way to engage our customers and drum up some great support for our J.C. Penney charity partners,” said a J.C. Penney spokeswoman, adding that the second screen game is a first for the retailer.
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