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JCP's successful viral campaign returns with new features
Nov '09
J. C. Penney Company, Inc. announced the return of “Beware of the Doghouse,” the award-winning marketing campaign that allows women to put their significant other in the "Doghouse" for bad gift choices this holiday season. On November 20, the viral campaign has been enhanced to creatively remind loved ones how to stay out of the “Doghouse,” while highlighting JCPenney's exciting selection of stylish and affordable fine jewelry gifts.

“A fun and humorous take on gift-giving, 'Beware of the Doghouse' once again showcases JCPenney as the department store destination customers can trust for fine jewelry gifts of exceptional style and quality, yet at very affordable prices a unique value proposition that matters now more than ever,” said Ruby Anik, senior vice president of brand marketing at JCPenney. “Adding new, interactive features on the 'Beware of the Doghouse' site is just another great example of the fun and innovative ways that we are inviting our customers to celebrate the joy of giving with JCPenney this holiday season, while showcasing our selection of beautiful, meaningful fine jewelry gifts.”

In support of the upcoming holiday season, JCPenney takes the “Beware of the Doghouse” online experience to the next level, providing an even more interactive and entertaining way for women to encourage their loved one to get out of the “Doghouse” by purchasing affordable, stylish, fine jewelry gifts from The Jewelry Store inside JCPenney. A short, humorous film on BewareoftheDoghouse.com will once again be central to the campaign this season. Directed by Stephen Pearson, in partnership with Emmy-award winning director Bryan Buckley, the film – featuring some of the same memorable “Doghouse” characters from last season – will focus on the review board process and trial, highlighting how men can get out of the “Doghouse.”

Furthermore, this season's experience takes the humorous reprimanding to the next level by allowing users to visit BewareoftheDoghouse.com and build a case against their bad gift giver filled with written statements and imported photos, videos and witness testimony as evidence of the bad gift-giving. Each case file will be compiled into a trial movie and given its own web address, allowing users to share the link with friends. All trial video submissions can be viewed on the site throughout the season. Bad gift-givers can only be released from the “Doghouse” after purchasing a JCPenney fine jewelry gift or simply at the user's mercy with the click of a button.

Dazzling Deals this Holiday Season:

With a stylish, high-quality selection of fine jewelry gifts, The Jewelry Store inside JCPenney is an affordable shopping destination for customers looking to dodge the “Doghouse” this Christmas with items such as:

• 14K birthstone baby ring charm
• 3-pair diamond accent earrings
• Sterling silver heart bracelet
• Cultured freshwater pearl 3-pc set
• 1/8 C.T. diamond stud earrings
• DiamonArt 2.7 C.T. T.W. diamond equivalent ring set
• Sterling silver genuine turquoise pendant
• 1/10 C.T. T.W. diamond bracelet
• 10K gold 17” dove and peace necklace
• ¼ C.T. diamond Journey pendant
• 10K gold tri-color twist hoop earrings
• 1 C.T. T.W. 3-stone diamond ring
• Everlon™ ½ C.T. T.W. 14K diamond knot pendant
• 1 C.T. T.W. diamond bridal set

J. C. Penney Company Inc

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