Just to share ... today, I ran across this story, "JCPenney Launches Schooled in Style Back-to-School Marketing Campaign," and was very pleased to see that the campaign is based around a teen-centric site at jcp.mobi.
Jo Rabin, CTO
Amy Mischler, VP, Mobile Marketing Evangelism
Caroline Greer, Director, Policy and Industry Relations
Vance Hedderel, Director, PR & Communications
Pinky Brand, Director, Global Domain Sales
Francesco Cetraro, Manager of Business Development and Sales