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While other retailers promoted 'back-to-school', Sears launched a fashion campaign telling kids 'Don't go back - arrive'.
Central to the campaign was Arrivelounge.com: a website where teens could shop for Sears' music-inspired fashions. But that was just the half of it.
The site also allowed kids to audition for one of four parts in an airband as well as choose the band's clothes, design its logo, and create its music tracks.
Those who made the final selection got to perform in a music video with teen idol Selena Gomez, who also hosted the site, while auditions for a fifth band member led to a performance at the MTV Video Music Awards.
Ultimately Sears arrived in the back-to-school season with impressive results with Girls sales up 21%, Boys sales up 39% and Juniors sales up 51%.
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