JCPenney has been asserting itself as a leader in the space of user-generated content (UGC) as it follows up with a 2008 Beware of the Doghouse video and makes use of its Facebook fan page to engage fans to participate in everything from customer service, marketing and community efforts.

JCPenney, the store that offers style you want, the quality you expect at the price you love has registered over 600,000 fans and growing. The company is using its profile page to promote two separate campaigns which are both offered through social media networks.

Return to the Doghouse is a follow up to last year’s campaign, which now features social media tie-ins that allows fans to participate. Participants who want to send someone in their life to the doghouse can make their case on the campaign website or through Facebook.

Using photos, and comments the application will send a humourous email message to the ‘dog’ in question. According to the website “the more evidence, the more laughs and maybe the more jewelry.”

The Facebook fan page is also featuring the Angel Giving Tree online. JCPenney and The Salvation Army have joined forces to offer online Angel adoptions. Participants can order merchandise gifts through jcp.com or purchase a JCPenney gift card for your adopted Angel. Visitors to the Angel Giving Tree page can select the location, age and gender of the Angel they would like to help this holiday season.