Per Salesforce ExactTarget Marketing Cloud's data, JCPenney was the second-most mentioned brand on social media platforms during last night's Super Bowl, trailing only Budweiser. The King of Beers garnered 192,527 mentions across Twitter, Facebook, etc., while JCP drew 120,334 mentions.
What's particularly compelling about the findings is that Bud paid some $8 million for its 60-second spot, which was produced by agency Anomaly and proved to be wildy popular. It's closing in on 40 million YouTube views. To be clear, Bud-JCP is certainly not an apples-to-apples campaign comparison. But in the social-media sense, the data is pretty intriguing.
All JCP did was punk America for an hour or so by making it seem that its social media staff had lost a battle with a bottle of bourbon. The effort goaded several brands, such as Doritos, Kia and Nokia, into taking playful Twitter jabs at the retailer, which then revealed its #TweetingWithMittens ploy that played on the idea that the big game would be a chilly event.
Reactions by marketers and consumers alike have been interesting. Some believe it was a win for beleaguered JCPenney, while others felt it was kind of dumb.
Well, here's your chance to vote on how well you think JCP's social team performed. For more context, scroll below the poll to see how the unusual story developed on Twitter.
Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???
— JCPenney (@jcpenney) February 3, 2014
Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0— JCPenney (@jcpenney) February 2, 2014
Hey @jcpenney need a designated driver?— Kia Motors America (@Kia) February 3, 2014