Social and Influencer > Viral Advertising

BEWARE OF THE DOGHOUSE

SAATCHI & SAATCHI, New York / JCPENNEY / 2009

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For years men have been put in the proverbial “Doghouse” by their wives or girlfriends for buying bad gifts. We decided to bring the doghouse to life in an integrated campaign designed to scare men into buying diamond gifts at JCPenney this holiday season. This integrated campaign utilized a viral film, print, word of mouth, mobile, banners, and the Facebook community to invite women across America to put their man in the doghouse. The online doghouse was housed at a website called bewareofthedoghouse.com. Women were able to use Facebook Connect to put a man into the doghouse and publicly shame him till he got her the right gift. People could go on the site and see who was in the doghouse and why. A viral film showed men the pitfalls of being banished to the doghouse and showed them that a nice diamond gift from JCPenney was the only sure way out. While we had their attention, we taught them a thing or two about diamonds.

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