J.C. Penney's "drunk" tweeting during the Super Bowl and a supposed Sports Illustrated Swimsuit Issue cover featuring Barbie are two examples of the "intentional foul" marketing tactic in which brands look to drum up attention by deliberately messing up. The move can be safe for "playful" brands but may create a sense of betrayal for others, said Dave Fleet of Edelman Digital. "Brands need to take a long, hard look at themselves before engaging in this kind of approach," he said.

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