14
2008
Dog house to my house
Last week a friend sent me the JC Penny Dog House youtube video. After an enjoyable view and a lot of head nodding, I decided to learn more about the genesis of the campaign and discovered the web site that housed the video with other viral catalysts. At first I thought great idea, but I’m still not going to buy my wife jewelry at JC Penny. Ok, I’m a snob. But my curiosity was not quenched so I called a few JC Penny stores and found that their people were trained, tuned into the promotion, had supporting communication at the counter and on Penny’s web site.
They are seeing results. Men have been showing up to buy gifts to “stay out of the dog house.”
Some would call this a viral promotion or even a 2.0 gambit with all the buzz that’s been created. I call it a great idea that breaks through, enhances the brand and sells product. Hmm sounds like something ad agencies have been doing for a long time.
New tools equals fertile ground for new ideas. Bravo Saatchi.
