Brand Bowl

These are four tweets that had everyone talking about JCPenny on Super Bowl Sunday, but for all the wrong reasons.

Here are the series of tweets in the order they were tweeted:

We're ready for the big game no matter the temp. Staying warm thanks to #TeamUSA mittens! http://t.co/xzB8FLljox pic.twitter.com/pqocEbkC9K

— JCPenney (@jcpenney) February 2, 2014

Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0

— JCPenney (@jcpenney) February 2, 2014

Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???

— JCPenney (@jcpenney) February 3, 2014

Oops…Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl

— JCPenney (@jcpenney) February 3, 2014

Apparently, the folks over at JCPenny thought it would be funny to tweet with mittens. It would have been funny if the weather had remained freezing and if their mittens had Broncos and Seahawks logos on them. But the mittens they used said “Go USA” and they used the hashtags #GoUSA and #GoTeamUSA. Not a mention of #Superbowl or #SB48 or even #brandbowl. It seemed they thought the “big game” was the Olympics? Hard to tell what they intended.

Apparently, Good Morning America was the only other brand who could find a clever way to respond, as that is the only retweet JCPenny made on the issue. The rest of us in the field of social media, branding and communication were talking about how far JCPenny missed the mark. Yes, thousands were retweeting and talking about JCPenny, but when most assume that the intern you’ve hired to do your social media posts is drunk because the tweets are so awful and off-topic, that is not attention you want.

Cutesy never works on Twitter, and ill-timed, irrelevant material works even less. I’m not sure why the JCPenny team didn’t have one more meeting before SuperBowl weekend to re-work their strategy, especially when the weather became a non-issue. Whatever their team is doing, they should read the negative sentiment as a major mis-fire and rethink the people on their strategy team. It just didn’t work. It is super clear that the marketing team doesn’t understand what does work during these types of events.

On a side note, Snickers took advantage of the situation and used the JCPenny missteps to boost their own brand, tweeting:

Eat a #SNICKERS, you’re not you when you're hungry RT @JCPenney Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0

— SNICKERS® (@SNICKERS) February 3, 2014

Now that’s how you do it. Timely. Clever. Funny. On point.

One of the other brand commercials who had their head in the game was H&M. Shortly after their first David Beckham commercial aired, they put up the “instant replay” on their Instagram Account. That was super smart. Want to see a lot of David Beckham again and again? Click here —> http://instagram.com/p/j7ycBBAUaN/  … It yielded high brand engagement for all the right reasons.

Finally, the Twitter feed for @Tide was on fire during the entire game. They found a way to integrate their brand with others. And yet they didn’t pay for a Super Bowl ad. For example, after the Cheerios ad, they tweeted a vine:

Adding a puppy to the family @Cheerios? Beware of puppy stains. @Tide #GetsItOut #SB48 https://t.co/hvKzXFm8q9

— Tide (@tide) February 3, 2014

And that was the opportunity they looked for in most of the big brand ads. From the Budweiser spots to some fun with John Stamos and the yogurt ad. Simply brilliant.

What was your favorite TV or social ad during the Super Bowl? Which ad was your least favorite? Leave a comment below and share with the rest of us. Unfortunately, I’m not sure any of the ads were strong enough to save us from the horror that was the Super Bowl! What a game!