Stop Ripping on @JCPenney’s. #TweetingWithMittens was brilliant.


JC Penney's Mittens

It seems like a lot of bloggers and mainstream media publications are talking about JC Penney’s #TweetingWithMittens stunt on Twitter. Most are saying that it was a misstep. As they complain about it, they fall into the trap perfectly. It’s being talked about by journalists, Twitter users, and even other companies trying to get their own clever Tweets into the mix. The jokes on all of them. This campaign worked beautifully. When you consider that they didn’t spend millions of dollars to advertise during the Super Bowl and are being talked about as if they had, the ROI is very apparent.

The biggest complaint I’ve seen is that it’s not like the Oreo brilliance last Super Bowl. That is irrelevant. Lightning didn’t strike twice and it didn’t have to. People are talking about it. Even while a huge chunk of people were embarrassed for their apparent “drunk Tweeting” escapades, they still talked about it. The only real mistake that JC Penney’s made is that they let the secret out of the bag a bit too soon. Oh well. Nobody’s perfect.

The goal of marketing, particularly social media marketing, is to generate buzz. People will talk about it. Some will complain that it was a dumb move. Others will say that it was funny. Even others will say that it didn’t work. Every time they mention that it didn’t work, it’s working. That’s the irony of the whole thing.

The only thing that was better was the Esurance post-Super-Bowl commercial that took advantage of the situation of being the first commercial after the Super Bowl. They saved $ 1.5 million and then turned to Twitter to give that money away. It was a strong play, but not as good as JC Penney’s simply because they paid millions and JC Penney’s did not. How much would it cost to get other major brands to Tweet about you? For JC Penney’s it cost the time of an employee and a pair of mittens.

Here are some of the Tweets. Notice the number of retweets. Notice the brands that Tweeted them. Remember the cost. Then, try to convince me that it was a failure.

Soshable | Social Media Blog