Social marketing is a tool the Pen Centre chose to tap into to build brand awareness and increase sales during the lucrative back-to-school season. Facebook was selected as the social networking medium to support a campaign geared to teens and young adult users ages 15 to 24.

Adcom created the Pen Centre's BFF Shopping Spree where the winner receives a $1,000 Shopping Spree and their Best Friend Forever receives $500.  Targeted to Facebook's St. Catharines users, the campaign gained additional momentum through the use of traditional media including out-of-home and radio.  A dynamic microsite, PenCentreBFF.com included an entry ballot and a shopping personality quiz featuring the names of Pen Centre's prominent back-to-school retailers.  Over 130 TSA's and billboards blanketed the market successfully driving consumers to the website.