A series of bizarre tweets have been pushed to JCPenney's Twitter feed during the Super Bowl.

The first tweet refers to the rare 5-0 start following a Seattle safety and field goal.

Later the brand tweeted about the first Seattle Seahawks touchdown.

The bizarre tweets were quickly pounced upon by the brand's followers

Or, are the tweets, as this user suggests, a viral marketing technique?

At halftime, JCPenney 'apologized' for the tweets saying they were typing with mittens on. Mittens you can buy from JCPenney, I have no doubt.