JCPenney, "Remember that time we drunk tweeted the Super Bowl?"
JCPenney continues to revel in the aftermath of their 'drunk tweeting' escapades during the Super Bowl. Instead of spending millions on a 30 second television commercial, the national retailer unleashed some spectacularly misspelled tweets during the Super Bowl. Twitter exploded with speculation that whomever was behind the wheel of JCPenney's account must be drunk.
After getting more than 10,000 new followers and 130,000 mentions on Super Sunday, JCPenney later revealed that it was just a stunt, #TweetingWithMittens.
After speculation about their sobriety passed, the question quickly becomes whether the effort will help or hurt JCPenney's brand. While the numbers look good, the appearance of a hacked twitter account could be band news in light of the recent Target hacking case. Then again, most of the people who noticed are twitter users; people who are more likely to appreciate a prank like this one. Days later JCPenney continues to milk the situation for all that it's worth, using every interaction as an excuse the keep their brand in the twitter spotlight, and it will continue for a while. They've even got the US Olympic Team responding, setting up JCPenney to keep 'drunk tweeting' right through the next big sports event. Anyone ever drunk tweet from the Olympics before?