Friday, March 24, 2023
Homesocial mediaJC Penney’s Super Bowl tweeting tactics

JC Penney’s Super Bowl tweeting tactics

Department store operator J.C. Penney appeared to be getting more attention than most companies during Sunday's Super Bowl for sending out typo-filled tweets.

According to the retailer, the tweets were the result of its social media team typing while wearing "Go USA" mittens, designed to raise funds for the U.S. Olympics Team.

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A customer leaves a J.C. Penney store in Daly City, California.Getty Images

"This is part of a stunt our social team is doing tonight to promote the Go USA mittens we are selling (proceeds benefit the United States Olympic Committee – also our J .C . Penney Cares partner this January)," the company said in an emailed statement to CNBC. "Our social team is tweeting with their 'mittens on' ."

The retailer posted the following two tweets about the widely-watched Super Bowl for which companies spending millions of dollars on advertising.

Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???

Who kkmew theis was ghiong tob e a baweball ghamle.

They were followed by this one explaining the typos:

Oops…Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game!

Still, the initial tweets on the Super Bowl sparked some response from other brands.

Coors Light for instance had this to say on Twitter:

.@JC Penney We know football goes great with Coors Light, but please tweet responsibly.

"Kohl's has attacked JC Penney on Twitter. White Castle took a shot at Buffalo Wild Wings," said Brian S. Sozzi, CEO and chief equities strategist at Belus Capital Advisors, in an email.

(Read more: Obama spars with Fox News in pre-Super Bowl interview)

"Looking around for more. I would say this, though. Major household brands are really trying way too hard to manufacture the viral tweet," he added.

Reporting by CNBC's Ryan Ruggiero and Dhara Ranasinghe


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