J.C. Penney looks worse after Super Bowl flub
The company is being widely criticized for a marketing blunder on one of the biggest stages of the year.
By Jeff Reeves
In short, some yahoo at the company supposedly decided to tweet with mittens on, causing many people to wonder whether some 20-something was a bit tipsy at a Super Bowl party.
Now, social media marketing is a hot area that is full of quirky and sometimes odd approaches. After all, the "social" nature means the best marketing efforts appeal to prospective customers in a way that makes them feel like a friend instead of a dollar sign.
Like when a Twitter account for Arby's delivered a pithy Tweet about a singer's oversized hat at the Grammy's. The one-liner got more than 80,000 retweets -- and plenty of free branding for Arby's.
That's clearly what J.C. Penney was going for -- but failed miserably as the Internet mocked the tweets first as being drunken, then mocked the retailer itself for what seemed like a rather odd and misguided marketing idea.
Take a look:
Missteps in branding are par for the course at J.C. Penney, however.
First, Ron Johnson swooped in and tried to reinvent the company in the image of Apple (AAPL) retail stores. Then J.C. Penney tried to put the toothpaste back into the tube by reviving coupons and sales and even its old CEO.
Now the company is desperately trying to fend of continued claims that it is running into liquidity issues and that its days are numbered.
Shares of the stock are down 70 percent in the past 12 months and roughly 85 percent from J.C. Penney's early 2012 highs as a result.
The Twitter snafu certainly isn't a reason in and of itself to condemn J.C. Penney's stock. But a marketing failure during the biggest event of the year -- well, it's one more way the company has proved it doesn't have its act together.
Jeff Reeves is the editor of InvestorPlace.com and the author of The Frugal Investor's Guide to Finding Great Stocks. As of this writing, he did not hold a position in any of the aforementioned securities.
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its so nice msn allows us to post comments on this worthles story, but not on te other stories of the economy looking terrible and growth at a minimum. nope msn doesnt allow comments where its obvious people will talk trash about obamas "recovery"
5 years of this administration and we are still seeing this? its a joke! obama the worst prez ever
markets are wy down on news of a slowing economy. how can this be? i thought we were in a recovery? at least thats what msn has been saying for four years.
msn you suck
cute words substituting letters and the such.
economy is in the tank because of obamas policies and you have msn putting out stories of jcpenney tweets where someone is wearing mittens.
seriously msn talk about a disconnect with reality
If all the goof balls really looked at the spelling on the tweets, how could you even tell that there was something wrong? Wt du u tnk thez kds du wth aul thr tm anyway? Lrn hou tu spl?
"First, Ron Johnson swooped in and tried to reinvent the company in the image of Apple retail stores. . . then J.C. Penney put the toothpaste back in the tube be reviving coupons and sales and even its old CEO."
Are you sure YOU aren't drunk? Or did a 4th grader write this?
if you are going to write a boring story about the bad spelling used by a JCPenney employee while tweeting, perhaps your story should be free of spelling, grammatical errors. Just a thought.
the company is desperately trying to fend of continued claims..." Should be FEND OFF, not fend of...
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The solid report comes a month after the retailer closed all of its Canadian operations.
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