J.C. Penney’s Tweets Create Buzz, for Wrong Reasons

Go home, J.C. Penney – You’re drunk! Well, maybe not, but that’s what the Twittersphere thought on Super Bowl Sunday. This four-tweet sequence during Super Bowl XLVIII shows the innocence.




This appeared to be a clever way to tie in Team USA mittens, Twitter and the upcoming Olympic games. But of course, the Twittersphere moves fast. Real fast. And even tweets with the best intent can go awry. Here’s a look at how the Twittersphere responded to J.C. Penney’s #TweetingWithMittens campaign:




It’s easy to say not too many people (or brand marketers) knew what JCP’s intent was. But in the end, everything turned our fine for J.C. Penney. Suddenly, the Twittersphere isn’t talking about JCP’s “drunk tweets.” But it is talking about #TweetingWithMittens… at a fraction of the cost of a $4 million 30-second spot during the Super Bowl.




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