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I think your research was a bit sparse. Before the "drunk tweets" went out, JCPenney posted a photo of the mittens, https://twitter.com/jcpenney/status/430120648468205568 saying they were getting ready for the game. Whether you'd like to admit it or not I'm pretty sure their Mitten Tweets were planned. Yes for those of us who were confused when people started retweeting the first post, it did look like a drunk tweet, but if you scrolled back in the timeline just a bit, you could ascertain pretty quickly what they were doing. Also during the superbowl their exposure went through the roof - overall a pretty successful Twitter campaign.