J.C. Penney Shoppers Visit Santa's Workshop in New Virtual Reality Initiative

Santa's going virtual in a new marketing push from J.C. Penney this holiday season. In an effort to drive more shoppers to the brand and its stores, the Plano, Tex.-based retailer has set up four virtual reality experiences at malls around the country. Dubbed "Twas the Flight Before Christmas," the initiative sends participants — outfitted with an Oculus headset — to the North Pole where they can interact with reindeer, elves and snowmen. The program runs from Dec. 5 through Dec. 24 and will be offered at malls with J.C. Penney locations in Bronx, N.Y.; Columbus, Ohio; Glendale, Ariz.; and Springfield, Va.