Taking risks isn’t the easiest word of mouth strategy. And that’s especially true for big corporations in social media. That’s why Sean Ryan, JCPenney’s Director of Digital Marketing, says friends, family, and strangers asked if he was fired after a risky campaign his team pulled off during the last Super Bowl.

In his presentation at SocialMedia.org’s Brands-Only Summit, Sean explains how they used misspelled and clumsy tweets to market their mittens — but got much bigger reaction than they had planned for.

In the video below, he also shares:

  • Why taking that big risk paid off
  • What his boss had to say about the campaign
  • Why campaigns like this only work once

Watch Sean’s full presentation in the video below.

Social at JCPenney: Conversation-led marketing, presented by Sean Ryan from SocialMedia.org on Vimeo.

Download Sean’s presentation slides here.

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