While college students are expected to plan to spend less during the back-to-school period, when you look at grades K-12, recent surveys indicate there will be an up-tick in online back-to-school shopping. Hoping to make online sales a "bright spot," major online shopping sites are luring back-to-school shoppers online with Web 2.0 strategies. We're seeing everything – from the launch of virtual worlds and online games – to the addition of serious teen star power to help move merchandise.

JCPenney is behind the launch of the online game DorkDodge. The game, targeted at college bound women, introduces them to the dorks they're likely to run into at college. The object of the game is to dodge the dorks, while making your way around the dorm and the college campus. The end goal for JCPenney: an interactive way to introduce their latest clothing line "Dorm Life." Personally, I've banned the word "dork" from our house & am surprised college kids go for this, but perhaps entering freshman get a kick out of it. Either way, interesting trend & we'll likely see more things along these lines, since games & social networking are "sticky" applications -- meaning they hold attention. No easy feat with ads aimed at young people.