Hasta La Creative!

In the leadup to the Super Bowl, Sean Ryan, J.C. Penney’s director-social and mobile, was looking for a way to talk about the Big Game. But he wasn’t eager to compete with the myriad other companies who would be trying to create their own “social media moment” in the wake of Oreo’s “You can still dunk in the dark” tweet from a year ago.

With the game taking place outdoors in cold weather, Mr. Ryan, along with agency partners Evolution Bureau and Victors & Spoils decided to highlight the retailer’s Go USA mittens and its partnership with the United States Olympic Committee — a no brainer, given the Olympics were just days away.

“Instead of trying to find the perfect tweet for the perfect moment, we essentially created our own,” Mr. Ryan said. “In the process, other brands even drafted off of us to find their own ‘moment.'”

Continue reading at AdAge.com