In an industry where any publicity trumps questionable publicity, several brands have leveraged Twitter to draw attention to themselves via apparent mistakes. It’s a low risk, high reward approach that got going last summer when Chipotle faked a Twitter hack. The costs of sending a tweet, versus shooting and placing a Super Bowl commercial, are insignificant. And many members of the social network seem to enjoy calling out and retweeting the “drunk” 140 character missives. But as an old fuddy duddy with an apparently rusty funny bone, the attempted manipulation and misdirection is too much to overcome, leading me to purge most “brands” I follow on Twitter.
Pre-Super Bowl, Budweiser hit us with the above bit of nonsense before revealing an hour later a puppy was to blame. While during the big game, JCPenney foreshadowed their typing challenges when they pitched mittens given the venue’s cold weather climate.
What would Don Draper do?