JCPenney brings back 'doghouse' campaign

PLANO, Texas JCPenney is bringing back its popular "doghouse" campaign to encourage men to buy the right gifts this Valentine's Day. The company declared the week leading up to Valentine’s Day – Feb. 6-13 – as “Doghouse Prevention Week.” In recognition of the week – which has been trademarked by JCPenney – the retailer has reenergized its BewareoftheDoghouse.com viral campaign with new enhancements designed to make it easier for women to warn their bad-gift giving loved ones about the online “doghouse.”

JCPenney first launched BewareoftheDoghouse.com – a fun and interactive viral campaign that enabled women to comically reprimand their loved ones for bad gift choices – on Nov. 21, 2008. Throughout the holiday season, the campaign logged more than 7 million visitors to www.BewareoftheDoghouse.com and more than 14 million total video views. The online “Doghouse” quickly became a temporary home for more than 7,000 loved ones across the world and another 9,000 warnings were sent.

In support of “Doghouse Prevention Week,” JCPenney will introduce an enhanced “Beware of the Doghouse” online experience that boasts new features such as Valentine’s Day imagery, an easier gallery search function and enhanced usability of Facebook Connect where users can warn or select more “Doghouse” candidates as well as enhanced animation throughout the site. To promote the campaign, e-mails to previous “Doghouse” participants will be distributed and online banners will be featured on top jewelry consumer sites.