JCPenney in Doghouse Valentine's Day Campaign

J. C. Penney Company declared the week leading up to Valentine’s Day as “Doghouse Prevention Week,” extending the “doghouse” holiday jewelry marketing theme.

JCPenney first launched BewareoftheDoghouse.com – an interactive viral campaign that enabled women to comically reprimand their loved ones for bad gift choices – on November 21, 2008. Throughout the holiday season, the campaign logged more than 7 million visitors and more than 14 million video views, according to the retailer.

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.

“With newly enhanced features on the ‘Beware of the Doghouse’ site – which highlights our exciting array of stylish and very affordable selection of diamond gifts – we are making it easy and affordable for men to dodge the ‘Doghouse’ this Valentine’s Day,” said Beryl Raff, executive vice president of fine jewelry at JCPenney.

JCPenney will enhance the “Beware of the Doghouse” site to 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.

JCPenney’s jewelry store offers a selection of diamond jewelry ranging from $69.99 to $10,000.