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Category
Social Media / Best Use of a Social Network
Annual ID
151161A
About the Work
The task was to promote the JCPenney’s Team USA mittens program. The stage was the Super Bowl. But playing the same game as every other brand – outwitting the rest with clever, opportune tweets – would just get us lost in the shuffle. So we sent tweets that looked like nothing anyone else was tweeting. They were jumbled and unintelligible and no one knew why. Until we revealed we were tweeting with mittens on the entire time. Four tweets and over 50,000 retweets later, the Seahawks weren't the only ones celebrating victory. In the end, JCPenney became the second most mentioned brand during the big game, behind Budweiser (who spent $8M to our $0). @JCPenney was the fifth most mentioned handle behind the NFL, the two teams and Bruno Mars. And after a 105% increase in mitten sales, the campaign was in AdAge’s top real time marketing efforts of 2014.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Victors & Spoils / Boulder
EVB / Boulder
Art Director
David Gonsalves
Marco Merced
Creative Director
Rich Ford
Executive Creative Director
Noah Clark
Steve Babcock
Writer
Ari Levi
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