J.C. Penney goes guerrilla for the holiday season

11/27/2012 | Dallas Morning News (free content), The

J.C. Penney is staging guerrilla marketing events in a dozen towns and cities, in a bid to build buzz and lure in holiday shoppers. In Langhorne, Pa., the company hired lumberjacks to distribute free firewood; in Knoxville, Tenn., a blimp will shower small gifts on passersby; and in Kemmerer, Wyo., the company created a drive-thru tent where customers are given free warm drinks and a complementary car wash by attendants dressed like Santa and his elves. The aim is to warm shoppers' hearts with "acts of generosity across the country," said J.C. Penney executive Miki Woodard.

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Dallas Morning News (free content), The

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