A pessimist may argue each division retailer chain JCPenney and pop group Backstreet Boys’ greatest days are behind them. That, in flip, might clarify why the retailer enlisted the boy band—together with E! Leisure host Naz Perez and make-up artist Piper Nelson—for its first-ever Reside Vacation Spectacular.
The occasion, which streamed on Fb for about 80 minutes on Dec. 1, has since generated 684,000 views. (Livestreaming was, in fact, one in every of Adweek’s retail predictions for 2022 (and 2021), however whether or not it has but lived as much as the hype is debatable.)
The Backstreet Boys, in fact, used the channel to advertise their new vacation album, “A Very Backstreet Christmas.” It debuted at No. 1 on Billboard’s Vacation Albums chart in October after it was reportedly delayed for a 12 months partially due to provide chain points—which did certainly plague the retail business in 2021.
Along with performing two new songs from the album—and premiering the music video for “Christmas in New York”—viewers watched the Backstreet Boys play vacation editions of common video games, comparable to guessing Who’s Most Seemingly To… (This revealed singer Nick Carter is—spoiler alert— “the most probably to burn Christmas dinner.”)
The Boys additionally accomplished an impediment course dressed as snowmen, discovered dance strikes from 10-year-old TikTok star Chace Citadel and recreated “the most popular seasonal make-up tutorials” on one another.
In addition they participated in an viewers Q&A, which unearthed insights such because the band’s favourite vacation motion pictures (Residence Alone, Christmas Trip, Christmas Story, Elf and It’s a Fantastic Life) and the way social media has modified the best way they work together with their followers (on the spot suggestions and letting followers into their private lives—and 51-year-old Kevin Richardson needs his bandmates would put down their telephones already and dwell extra within the current).
To encourage engagement, JCPenney provided “pleasant items” from an “on-air introduction calendar” in alternate for questions. The printed netted about 251,000 feedback.
The stream additionally included show adverts encouraging viewers to purchase the album on JCP.com.
“JCPenney’s Reside Vacation Spectacular guarantees festive household enjoyable, new vacation music, unbeatable worth … and above all—moments of pleasure to deliver America’s households collectively,” stated JCPenney CMO John Aylward in an announcement.
The Backstreet Boys aren’t any strangers to advert land. Along with a current partnership with Downy—a spokesperson stated they provide “the proper mix of nostalgia and mainstream relevancy” for buyers—the band has additionally labored with Chex Combine and was featured in Doritos’ 2019 Tremendous Bowl spot.
In the meantime, fellow ’90s boy band *NSYNC has lent its abilities to the likes of McDonald’s and Progressive.
