JCPenney's 'Joy Worth Giving' marketing campaign, created for Black Friday, doesn't just offer deals, but it also encourages consumers to think about generosity more broadly (and even be generous themselves.) While the marketing campaign includes traditional Black Friday deals, it also offers consumers gift coupons and features a social campaign dedicated to acts of generosity.
One of the most notable aspects of the Joy Worth Giving campaign is JCPenney's gift giving. Rather than just offering discounts on products, Thanksgiving Day shoppers at JCPenney stores will receive festive envelopes containing coupons worth $10, $100, and $500. To highlight that giving from the company, Joy Worth Giving also includes a social media campaign under the tag #JoyWorthGiving. That campaign will feature videos of surprising acts of giving.