The Daily Pulse:

Look to the Skies: J.C. Penney to Bombard Downtown Knoxville From Blimp

UPDATED: Sorry, no free buttons at the event -- they are only available at jcpenney stores.

We're normally not susceptible to the sneaky publicity stunts of national retailers, but.... this is crazy: J.C. Penney (sorry, still not on board with "jcpenney") will be launching a blimp over Market Square tomorrow to unleash parachute-equipped gifts onto the heads of puzzled pedestrians. 

Yes, that's right -- and let us emphasize this in all caps: GIFTS WILL BE PARACHUTING INTO DOWNTOWN TOMORROW... FROM A BLIMP!

It all has something to do with the "jcp Holiday Charitable Giving Tour," which is traveling across the country "carrying out special acts of generosity in a new city each day." (Our suggestion for a poetic act of generosity: help us restore their old, empty building on Gay Street.)

We're sure it will all be much clearer tomorrow after the bombardment, but here's the press release:




jcpenney to drop gifts on unknowing Knoxville, TN natives as part of jcp's holiday giving tour


WHAT:                  In the center of Market Square in downtown Knoxville, TN a small blimp will fly out of a beautifully wrapped gift box sitting in the middle of the square and drop parachute-laden gifts to residents around town on Friday, November 30, 2012. jcpenney will also be handing out hundreds of thousands of buttons redeemable for exciting gifts with no purchase necessary.


Additionally, through its charitable giving program, jcp cares, from Nov. 23-Dec. 31 jcpenney will invite customers to round up their store purchases to the nearest whole dollar to donate to Salvation Army's Red Kettle Campaign. With more than 25,000 red kettles at store fronts and shopping malls nationwide, this annual fundraiser helps to provide meals, clothing and toys to families who need it most.


For additional information on the jcp Holiday Giving tour, visit To follow and be part of the social conversation, tweet the hashtag #jcp12days.


VISUALS:             · Wrapped gift box sitting on a stage in the middle of the square

· Remote controlled blimp flies out of the top of the gift box

· Blimp drops parachute-laden gifts around town

                                · Residents Engaging with One Another

                                · Community Atmosphere Shots

· Interview opportunities with Store Manager about jcp's Holiday Giving Tour


WHEN:                  Friday, November 30, 2012

                                Blimp to drop gifts: 10:00am-3:00pm


WHERE:                Market Square - Downtown Knoxville

Wall Avenue to Union Avenue

Knoxville, TN 37902

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