JCPenney pushes "Doghouse Prevention Week" for Valentine's DayThe J.C. Penney Company has released a playful new Valentine's Day campaign that encourages consumers to prevent a bad lover's holiday by preparing upfront.
Deeming the week leading up to Valentine's Day from today through the 13th, “Doghouse Prevention Week,” the campaign calls on consumers to buy good gifts to avoid being left in the doghouse on the holiday. The campaign is an extension of a Christmas holiday push that launched on November 21.
To promote the new campaign, e-mails will be sent to previous “Doghouse” participants, and online banners will be featured on various jewelry consumer sites.
The campaign's destination is an e-commerce and interactive site at BewareoftheDoghouse.com that recommends gifts to keep one out of “the doghouse.” It also lets people interact by putting someone in the doghouse, browse who is in the doghouse and watch a video that demonstrates life in the doghouse.
The site launched back in November for the holiday sales campaign. During the holiday season, the site saw more than 7 million visitors and more than 14 million total video views. It also sheltered more than 7,000 people in the virtual doghouse, and another 9,000 warnings were sent.
As a part of the Valentine's Day push, JCPenney has enhanced the site with more images and an easier shopping capability and has connected it to Facebook.