This integrated campaign utilized a viral film, print, word of mouth, mobile, banners, and the Facebook community to invite women across America to put their man in The Doghouse. The online doghouse was housed at a website called bewareofthedoghouse.com. Women were able to use Facebook connect to put men into the doghouse and publicly shame him till he got her the right gift. People could go on the site and see who was in the doghouse and why. A viral film showed men the pitfalls of being banished to the doghouse and showed them that a nice diamond gift from JCPenney was the only sure way out. While we had their attention, we taught them a thing or two about diamonds.

The video had more than 14 million total video views. The site logged over 7 million visitors with 12,000 men in the Doghouse. JCPenney's diamond business outperformed their overall jewelry business and saw a huge sales increase.