We’re heading into the dog days of summer and many parents are thinking about Back-to-School time.  So apparently are retailers with Back-to-School merchandize.

Candies’ new back-to-school commercial featuring Britney Spears appeared on Facebook and was promoted on Twitter.  It will only be seen on TV on MTV on Monday – four days after the social-media debut.

“Last year, cutting-edge back-to-school marketing for the pop culture-driven brand was all about luring young girls to the Candies.com website. This year, back-to-school marketing is all about driving discussion in online social-media communities,” says Dari Marder, chief marketing officer at Iconix Brand Group, which owns Candie’s.

How are you driving discussion in social media this year?