Freelance CD / Copywriter

ARI LEVI

Freelance CD / Copywriter

JCPENNEY SUPER BOWL

#TWEETINGWITHMITTENS

WHO NEEDS MILLIONS WHEN YOU’VE GOT MITTENS?

JCPenney asked us to use zero dollars, and what was supposed to be the coldest Super Bowl on record, to promote their “Go USA Mittens” Winter Olympics program. So we did the only logical thing: we put the mittens on to stay warm and started tweeting. A few unintelligible tweets later, and the Seahawks weren’t the only ones celebrating a victory that night.

2015 One Show - Bronze
2015 Clio - Silver
2015 Webby

JCP_Tweet_Reveal _LowRes).jpg

JCP_Tweet_Reveal _LowRes).jpg

RESULTS & PRESS

JCPenney ended up being the second most talked about brand on twitter that night, behind Budweiser who spent $8 million. They were also the fifth most mentioned brand on social media, behind the NFL, the two teams who played in the game, and Bruno Mars who put on the halftime show. Despite not being a commercial, we made Buzz Feed's list of best Super Bowl commercials. And Inc. placed our stunt on a list with The Ice Bucket Challenge as one of the most effective PR stunts in 2014.