Clever Twitter

I commend brands for trying to be clever on Twitter. Arby’s shined during the Grammys; Denny’s has been knocking it out of the park; and who could forget Oreo’s at last year’s Super Bowl.

While real-time tweets are clever, sometimes brands try too hard. During this month’s Super Bowl, @JCPenney tweeted seemingly drunk tweets, like “Who kkmew theis was ghiong tob e a baweball ghamle.” JCP revealed later the tweeter wasn’t drunk, but wearing mittens.

Unfortunately, its “don’t type while wearing mittens” narrative didn’t work, leaving customers confused – and let’s face it, not going to buy JCPenney’s mittens anytime soon.