Supposedly the game introduces young women to the dorks they'll meet in college. Dork Dodge is meant to teach them how to dodge these guys as the girls move around the dorm and on campus. The interactive campaign is meant to boost Dorm Life, Penney's latest brand.
Note that JCPenney calls them "college-bound" women so not to sound too patronizing. The site plays real cutesy on a loop and the animation is vintage, at best. The game was developed by EVB, a digital marketing company.
Their press release touts it like some educational, life changing, break-through online experience.
The goal: to attract young women between the ages of 17 and 19 who are preparing for college dorm life--a customer segment far removed from traditional 40-and-up JCPenney loyalists.