J.C. Penney (NYSE: JCP) took an unconventional approach while live tweeting during the Super Bowl and the social media ploy paid off. The retailer posted a series of odd tweets during the second quarter, with strange spacings and several misspellings. Some followers thought the account had been hacked and others wondered if an intern taking over the account had one too many beers during the game. No one knew what was going on.
Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0— JCPenney (@jcpenney) February 2, 2014
Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???— JCPenney (@jcpenney) February 3, 2014
A short time later, J.C. Penney sent this tweet to clear everything up. It turned out that J.C. Penney was tweeting with mittens, which the retailer is promoting for the U.S. Olympic team.
In the end, the social media hoax garnered over 45,000 retweets and even other brands jumped in on the conversation. Kia offered J.C. Penney a designated driver while Coors Light reminded the brand to "tweet responsibly." The ploy turned out to be an effective way to get a (free) conversation started during one of the most-talked-about TV events of the year.
Nice job, J.C. Penney.
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