HOW TO WIN THE SUPER BOWL IN 140 CHARACTERS OR LESS.
The task was simple: to promote the JCPenney Team USA mittens program. The stage was huge: The Super Bowl. But we knew that playing the same game as every other brand – outwit the rest with clever, opportune Super Bowl tweets – would just get us lost in the shuffle. So instead, we sent tweets that looked like nothing anyone else was tweeting. They were jumbled and virtually unintelligible and no one knew why. Until, finally, we revealed we were tweeting mittens on the entire time. Four tweets and over 50,000 retweets later, the Seahawks weren't the only ones with something to celebrate. When all was said and done, JCPenney became the second most mentioned brand during the big game, behind only Budweiser. @JCPenney was the fifth most mentioned handle behind the NFL, the two teams and Bruno Mars. And #TweetingWithMittens made Buzzfeed's list of top Super Bowl spots, despite not even being a commercial. And as for the mittens, sales increased on those by 105%.