JCPenney to release mobile game, 7 spots for Oscars

JCPenney will make its 14th appearance at the Oscars this year by releasing seven television spots and engaging viewers with a mobile game. Oscars Play to Give marks the first time the retailing chain will host a second-screen game to coincide with a live telecast. The six spots scheduled to break during the Academy Awards broadcast will feature brands such as Sephora—the brand's first plug on national TV since opening Sephora stores-within-stores in 2006. Story