JCPenney (@jcpenney) may have had the old saying, “There is no such thing as bad attention” in mind with its #tweetingwithmittens campaign on Super Bowl Sunday. The retail giant certainly created a buzz, but some people may have been put off by the possible association with drunkenness that, when seen in light of a rising number of DUIs during this important weekend, may not be so funny.
Here’s what actually happened. During the early part of the Super Bowl game, JC Penney’s account tweeted:
Some people assumed that the account had been hacked. Others, who were not as kind in their assessment, thought perhaps an employee in charge of social media had a bit too much cheer before sitting down to type in the tweet. This did not stop other companies from jumping on the “I’m drunk and I can’t tweet right” bandwagon, however:
“We know football goes great with Coors Light, but please tweet responsibly” said @CoorsLight
“Hey @jcpenney need a designated driver?” from @Kia.
“Eat a #SNICKERS, you’re not you when you’re hungry,” from @Snickers.
Clearly, the game was on, and others were taking advantage of poor old JC Penney’s drunken ramblings. It is possible that a few jokes were made about the rumored bankruptcy of the company as well as its possible connection to allowing drunken interns to have control of the Twitter feed.
Imagine everyone’s surprise when Penney’s tweeted back triumphantly:
Ha, indeed. Even if you completely disagree with the play on the possibility of someone drunk-texting, you have to admit that this was a brilliantly planned campaign.
Of course, Penney’s has its detractors now. Some of those reading the tweet were offended by its possible reference to someone drunk, especially groups that try to highlight the dangers of drinking rather than glamorize or humorize them. Others scoffed at the idea, saying that if that were the case, every dumb tweet would be put down to “tweeting with mittens.”
Whether you agree with Penney’s content or not, this tempest in the Twitter teapot does go to show one thing: You simply cannot avoid creating a stir with the right social media use!