JCPenney has unveiled an intriguing viral marketing campaign called “Beware of the Doghouse”. The concept is simple: Men should get the “right” gifts for their spouses in order to avoid being put in the doghouse. There’s a website and a four minute video out there supporting this campaign.
The campaign is also supported by a Facebook tie-in that some feel is a poorly executed social media strategy. I tend to agree on this one – I’d rather see retailers put their effort into making lasting relationships with their customers, rather than gimicky Facebook apps.
However, I can’t completely fault JCPenney for their social media efforts as the retailer has also unveiled a Twitter account that, so far, seems to be a very effective use of the service. The account (@askJCP) was started last week and there seems to be a real person behind it (rather than a marketing script). Yesterday, there were a lot of Tweets about the Doghouse viral video, which does seem a bit forced and contrived. But there’s also some helpful information about the retailer and I hope they continue to engage people on Twitter and attempt to make solid relationships.
I should also point out that JCPenney uses Youtube to broadcast a weekly run down of the hot items and promotions in-store. Their channel is updated weekly and the commercials are well produced and informative. I believe the retailer started these broadcasts with the Back to School season.
I’m interested to see how the viral video plays out. I personally found it funny and remarkable well produced. So far, it’s getting some reaction on Twitter but people generally see the humor in the video. But frankly, I wonder if JCPenney had any second thoughts about rolling out their campaign so shortly after another major brand has such a nightmare on their hands last week.
Last week, the people being the ibuprofen Motrin unveiled a viral video campaign that most people agreed missed the mark. Reaction was quick and fierce and turned into a PR nightmare for the company.
I am enthused by JCPenney’s use of social media, social networks, and other available web applications. I hope that marks a long term commitment on behalf of the retailer and all of this doesn’t disappear after Christmas.
Here’s hoping other retailers continue to hop on the social media bandwagon and aim to connect with their customers online.
[...] · View noturnonred: New blog post.. JCPenney, Twitter, YouTube, and Viral Marketing: http://noturnonred.org/?p=440 (psst: @askJCP) 2008-11-26 17:17:30 · Reply · View duggylimes: @derek_watson [...]
It seems like they are really going with this thing. 71 updates on Twitter since November 17.
Yeah – they seem to be really embracing Twitter. Lots of updates, lot of information. Good path to be on and I hope they continue.
[...] JCPenney, Twitter, YouTube and Viral Marketing [...]
Great to see JC Penney testing social media. The problem is that ALL social networking tools actually dilute brands. Technology needs to be developed to support collaboration and networking within retail sights for social networking to be effective. Few players have tried to crack this nut, but have failed. Interesting to see what develops in 09′…..retail really needs help.