J.C. Penney's Typo-Riddled Tweets Attract 'Free Media'
STEVE INSKEEP, HOST:
Our Last Word In Business is free media, what you get when you get media exposure better than advertising.
RENEE MONTAGNE, HOST:
It costs between $3- and $5 million to buy a commercial in last night's Super Bowl. That's not counting the payroll for the stars.
INSKEEP: It's not clear how much advertisers paid Sarah McLachlan to be attacked by a dog, or to have Bob Dylan declare: We will build your car.
MONTAGNE: J.C. Penney found a far cheaper way to gain attention. Whoever runs the company's Twitter account just sent out a couple of tweets full of typos.
INSKEEP: Early on, a Penney tweet said the score was like a baseball game, except it was spelled ballaballgumla(ph). Later, after a touchdown, a tweet called it a tough down.
MONTAGNE: The mistakes gained massive attention. People asked if the account had been hacked, or if J.C. Penney needed a designated driver.
INSKEEP: No. They said they were tweeting with mittens, a product J.C. Penney was promoting. It's MORNING EDITION from NPR News. I'm Steve Inskeep.
MONTAGNE: And I'm Renee Montagne.
NPR transcripts are created on a rush deadline by a contractor for NPR, and accuracy and availability may vary. This text may not be in its final form and may be updated or revised in the future. Please be aware that the authoritative record of NPR's programming is the audio.