JCPenney: A Case of Super Strategy… or Stupidity?

Feb 3 • Front Page, Social Media, Trending • 2568 Views

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If you were one of the many users watching the Super Bowl-related conversations on Twitter last night, then you probably saw the JCPenney tweets. Out of the 24.9 million Tweets sent out during the Big Game, JCPenney’s definitely stood out.

This was the first tweet:

 

Followed very soon after by this tweet:


Which led Twitter users to wonder, was @JCPenney hacked? Was their social media manager drunk? What on earth was going on?

It wasn’t long before other brands joined in the conversation, and they had some hilarious responses.

 

Snickers:

 

Coors Light:

 

Kia:

 

So, eventually JCPenney responded and said the poor typing was due to … mittens.  But, it leads us to question—was this a bizarre social media strategy to garner attention; or actually incompetency on their part?  After all, who doesn’t proofread their tweets before hitting send?!

According to Buzzfeed, this was a planned stunt on JCPenney’s part.

“We knew Twitter would be very active but wanted to find a way to stay above the Super Bowl fray and instead create our own narrative,” Kate Coultas, a spokeswoman for J.C. Penney, told BuzzFeed in an e-mail. “Given it was cold, and we are selling Go USA mittens — we thought it could be a fun stunt!”

What do you think? Was this a savvy strategy or merely a case of cover-up CYA?

top image: TeamUSA

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