News

JCPenney bringing back Doghouse campaign

November 18, 2009

One of last year's most successful viral retail campaigns is ready for its comeback: JCPenney announced that it is bringing back its "Beware of the Doghouse" experience this Friday.

According to the company Web site:

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."

Launched in 2008, the Beware of the Doghouse campaign was designed by Saatchi & Saatchi. It generated more than 7 million visits to the Web site, and 14 million video views.