Budweiser had the top 2014 Super Bowl advertisement, rated by AdWeek. The one-minute ad cost the company approximately $8 million. JCPenney opted out of a big-buck commercial slot and opted for real-time marketing instead. And it paid off.
Real-time marketing has been successful in the past. Marketing and communication students and professionals are still talking about Oreo’s “You can still dunk in the dark” tweet that was released during the blackout at the 2013 Super Bowl.
Although JCPenney did not impress quite as much as Oreo did, it was definitely on its social-media game.
JCPenney’s first tweet that caught people’s eyes stated, “Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0.”
According to AdWeek’s Twitter feed, JCPenney either waited too long, or not long enough, to reveal what the jumbled tweets were all about.
However, JCPenney only tweeted twice while “tweeting with mittens” over a span of 25 minutes. Within that amount of time, JCPenney was able to evoke several responses.
Kia was one of the first company’s to respond to JCPenney asking if it needed a designated driver.
Other people on the social media site tweeted at JCPenney advising them to fire its intern or to simply, “Go home, you’re drunk.”
Additionally, if people have paid slightly closer attention to JCPenney’s Twitter feed, they would have realized what the company was doing. It tweeted about its product- Team USA mittens-before the game even started.
JCPenney revealed the mittens trick 34 minutes later, which was enough time for these responses and even entire articles to be written about the mysterious tweets.
If the company had waited longer, like AdWeek suggested, people would have become bored. There were tons of compelling advertisements to watch, so consequently, people would have lost interest.
Not only did JCPenney time out its stunt perfectly, but responded appropriately to companies that used its marketing efforts to their own advantages.
On Monday, JCPenney tweeted a photo back to Snickers, saying, “The wrapper’s proving a bit tricky. #SnickersWithMittens #TweetingWithMittens.”
The day after the Super Bowl, AdWeek released that JCPenney was mentioned the most times on Twitter, right behind Budweiser. Maybe AdWeek’s social media coordinator shouldn’t have spoken so soon. C+, AdWeek.
Emma is a senior majoring in journalism. Follow her on Twitter @emmajheaton2.