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J.C. Penney to Dole Out its Own Awards by Vine During the Oscars

Social Campaign Will Recognize 'Supporting, Supporting' Actors in Vine Videos

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Credit: ABC

The Twittersphere will be bombarded with brand-generated tweets on Sunday during the Academy Awards. Amid the clutter, J.C. Penney is looking to stand out with its own award nominations.

The department store will be taking to Twitter to recognize "supporting, supporting" actors from this year's nominated films, such as the border agent in "Dallas Buyers Club," the voice of the Russian space station captain in "Gravity" or the Navy medic in "Captain Phillips." J.C. Penney will give these actors the opportunity to present their own acceptance speeches on Vine.

J.C. Penney will choose which videos it features based on what films and actors win on Oscar night. If Matthew McConaughey wins for "Dallas Buyers Club," for example, J.C. Penney will post a video of one of the "supporting, supporting" actors from that film.

J.C. Penney has sponsored the Academy Awards since 2002 and this year plans to run six spots during ABC's broadcast. The spots will feature its new tagline, "When it fits, you feel it."

The company's social campaign during the Oscar's comes shortly after its buzzy Super Bowl stunt, when it sent out several typo-filled tweets that led people to believe the account was hacked or being operated by a drunk intern.

But J.C. Penney was actually "tweeting with mittens" on, which was all part of the company's idea to promote its Team USA mittens ahead of the Olympics.

That garnered more than 150,000 brand mentions, millions of media impressions and 10,000 new followers on Twitter. Sales of the mittens nearly doubled in the week following the Super Bowl.

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