From Vegas to Madison Avenue, everyone was looking to get in on some Super Bowl action. For marketers, that means standing out from the crowd. To accomplish these two things, JCPenney thought it would be a good idea to send out fake drunk tweets.
After thousands of retweets, giggles, and WTFs, the retailer came clean and admitted it was part of a whole #TweetingWithMittens hashtag stunt.
A spokesperson for the shop, Kate Coultas, says, ”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. Given it was cold, and we are selling Go USA mittens — we thought it could be a fun stunt!”