J.C. Penney's #TweetingWithMittens stunt during the Super Bowl was a viral hit that attracted more than 150,000 mentions for the company and 10,000 new Twitter followers with memorable misspellings that intentionally suggested the account was hacked or something was amiss. "We didn't spend a dime, and hopefully gave America a little something to laugh about on their second screen during the game," said Sean Ryan, the brand's director of social and mobile.

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