Dive Brief:
- J.C. Penney confused Twitter followers with some misspelled and odd tweets during Sunday's Super Bowl game.
- Eventually, the seemingly drunk messages took a twist when the brand tweeted, "Sorry for the typos. We were #TweetingWithMittens," along with a picture of mittens and an iPhone.
- Other brands may have stolen J.C. Penney's spotlight by responding with clever rebuttals, like Kia Motors' "need a designated driver" response.
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
Oops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
— JCPenney (@jcpenney) February 3, 2014
@pitpanther01 Pinky swear, it wasn't us!
— Macy's (@Macys) February 3, 2014
Eat a #SNICKERS, you’re not you when you're hungry RT @JCPenney Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0
— SNICKERS® (@SNICKERS) February 3, 2014
Hey @jcpenney need a designated driver?
— Kia Motors America (@Kia) February 3, 2014
Dive Insight:
J.C. Penney most likely realized their misspelled tweets would be interpreted as drunken Super Bowl babble, and the mittens were a nice twist, but the tweets didn't have the stellar effect the Oreo tweets were able to achieve last year. Likely, no real-time attempts will ever quite measure up, as Oreo sort of broke ground in a right-place, right-time situation. That being said, the tweets did see over 20k retweets, so the stunt did pull attention and get people talking. Whether it was the kind of attention and conversation the brand wanted is up for debate.
