{"id":197565,"date":"2025-04-21T23:34:36","date_gmt":"2025-04-21T23:34:36","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/seizing-the-social-moment-on-x-is-a-dangerous-game-for-brands\/"},"modified":"2025-04-21T23:34:36","modified_gmt":"2025-04-21T23:34:36","slug":"seizing-the-social-moment-on-x-is-a-dangerous-game-for-brands","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=197565","title":{"rendered":"Seizing the Social Moment on X Is a Dangerous Game for Brands"},"content":{"rendered":"


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Whatever you think about Wendy\u2019s comments lamenting Katy Perry\u2019s return from space, one aspect of the fracas is beyond dispute: Brands on X have touched the third rail like this before.\u00a0<\/p>\n

Many, many times before.<\/p>\n

First, a quick recap. On April 14, an all-female crew that included Perry, Lauren Sanchez, and Gayle King blasted off in Jeff Bezos\u2019 Blue Origin rocket on an 11-minute suborbital mission. When Pop Crave announced that \u201cKaty Perry has returned from space,\u201d Wendy\u2019s replied<\/a>: \u201cCan we send her back.\u201d<\/p>\n

Snarky? Without a doubt. Offensive? Depends who you ask. One fan responded: \u201cI\u2019m going to have Wendy\u2019s for dinner tonight because of this tweet.\u201d But many women\u2014including Perry\u2014were hurt by the swipe.<\/p>\n

\u201cWe understand the internet loves a joke, but there\u2019s a clear difference between humor and targeted hostility,\u201d an unidentified source close to the mission told the New York Post\u2019s Page Six. \u201cThis was a billion-dollar brand using its platform to publicly demean a woman.\u201d <\/p>\n

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\"Often
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

Wendy\u2019s has attempted to mollify Perry by calling her an \u201cout-of-the-world talent,\u201d but at press time had not retracted its posting.<\/p>\n

What\u2019s surprising here isn\u2019t so much that a burger chain has stepped in the poop over a very popular female vocalist, but that social media missteps\u2014and sometimes far worse\u2014are still happening. Twitter, which became X in July 2023, has been with us for close to 19 years now, yet somehow the fumbles have kept coming. Below, five striking examples.<\/p>\n

\"\"<\/figure>\n

Chrysler \u2014 March 9, 2011<\/strong><\/h4>\n

In the 2011 Super Bowl, Chrysler aired \u201cImported from Detroit,\u201d a two-minute paean to the Motor City that starred Eminem and won plaudits from millions of viewers. Weeks later, the automaker undid much of the goodwill that had cost $12 million in airtime to win.<\/p>\n

<\/p>\n

It took just one tweet from New Media Strategies, a now-defunct firm the automaker had hired to be clever and funny online. \u201cI find it ironic that Detroit is known as #motorcity and yet no one here knows how to fucking drive,\u201d read the post.<\/p>\n

Leaving aside that Eminem is possibly the most proficient f-bomb dropper<\/a> in music history, Chrysler came under fire for its four-letter propensities.<\/p>\n

After issuing a boilerplate apology (\u201cChrysler Group and its brands do not tolerate inappropriate language\u2026\u201d), New Media Strategies fired its foul-mouthed employee, and Chrysler fired New Media Strategies.<\/p>\n

\"\"<\/figure>\n

Home Depot \u2014 Nov. 7, 2013\u00a0<\/strong><\/h4>\n

During ESPN\u2019s College GameDay, Home Depot\u2014a sponsor of the event\u2014posted a photo<\/a> on Twitter of three football fans drumming on the home improvement brand\u2019s signature orange buckets. Two of the fans were Black and the third wore an ape costume. The Tweet: \u201cWhich drummer is not like the others?\u201d<\/p>\n

The blatantly racist tweet had reportedly originated with an agency employee\u2014a detail that mattered not at all to an online audience in shock from seeing it. The company pulled the post almost immediately, but not before screenshots made the inevitable rounds.<\/p>\n

On bent knee, corporate took to Twitter to apologize<\/a>. \u201cWe have zero tolerance for anything so stupid and offensive,\u201d it said. \u201cDeeply sorry.\u201d<\/p>\n

Home Depot terminated the \u201cindividual who posted it\u201d and, for good measure, the agency too.<\/p>\n

\"a<\/figure>\n

Stone Brewing Company \u2014 March 1, 2018<\/strong><\/h4>\n

As offensive tweets go, it was a three-for-one. In 2018, the maker of Arrogant Bastard Ale posted a message that likened drinking beer to oral sex, scoffed at the idea of informed consent\u2014and posted this viewpoint just before Women\u2019s History Month.<\/p>\n

<\/p>\n

The tweet included lines such as \u201cPut me in your mouth. Make an \u2018Mmm\u2019 sound. Swallow,\u201d and \u201cOnly wussies do the \u2018ask permission\u2019 part.\u201d<\/p>\n

The post\u00a0 stayed up for 46 minutes, an eternity in internet time, before the brand pulled it. Then co-founder Greg Koch apologized<\/a> for the \u201cinappropriate tweet\u201d that \u201ccarried an underlying message referencing sexual consent that was not intended, or even realized at the time.\u201d<\/p>\n

Some, of course, questioned how anyone could have failed to see the sexual innuendo in the first place. To expiate the matter, Koch promised to put only female employees in charge of the company\u2019s Twitter account from that point forward.<\/p>\n

\"A<\/figure>\n

Burger King UK\u00a0\u2014 March 8, 2021<\/strong><\/h4>\n

Ostensibly, the across-the-pond outpost of the fast-food chain was attempting to call attention to the need for gender equality in restaurants and publicize a new scholarship program. Accordingly, on International Women\u2019s Day, the company seized an age-old sexist saying and attempted to turn it into a call to action. \u201cWomen belong in the kitchen,\u201d it declared<\/a>.<\/p>\n

Most people didn\u2019t pick up on the nuance.<\/p>\n

Realizing it was in trouble, the company first tried to clarify the troublesome tweet with a second tweet: \u201cIf they want to, of course,\u201d the brand said, adding: \u201cWe\u2019re on a mission to change the gender ratio in the restaurant industry.\u201d<\/p>\n

By day\u2019s end, Burger King gave up<\/a> and just pulled the post. \u201cWe got our initial tweet wrong and we\u2019re sorry,\u201d it said.<\/p>\n

\"A
Pabst Blue Ribbon deleted its series of butt-centric tweets and replies.<\/span><\/figcaption><\/figure>\n

Pabst Blue Ribbon \u2014 Jan. 3, 2022<\/strong><\/h4>\n

Dry January, the neo-teetotaler movement started by Alcohol Change UK in 2013, was a global phenom by 2022\u2014and a sales nightmare for beer, wine and spirits brands. In a petulant mood, PBR tweeted: \u201cNot drinking this January? Try eating ass!<\/a>\u201d<\/p>\n

<\/p>\n

While some seized the opportunity to redirect fire (\u201cPBR or ass? What\u2019s the difference?\u201d), it was clear within hours that the brand had gone too far. The post came down.<\/p>\n

Responding to ADWEEK\u2019s request for comment, marketing vp Nick Reely apologized over the tweet and admitted that it\u2014and equally acidic follow-ups\u2014\u201dwere written in poor judgement.\u201d The brand was \u201chandling the matter internally,\u201d he added.<\/p>\n

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\"After
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

Whatever you think about Wendy\u2019s comments lamenting Katy Perry\u2019s return from space, one aspect of the fracas is beyond dispute: Brands on X have touched the third rail like this before.\u00a0 Many, many times before. First, a quick recap. On April 14, an all-female crew that included Perry, Lauren Sanchez, and Gayle King blasted off […]<\/p>\n","protected":false},"author":1,"featured_media":197566,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[75317,76188,34270,13829,17752,18985,65097,1256,76189,15649,23014,10974,8374,25840],"dealstore":[],"offerexpiration":[],"class_list":["post-197565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising-marketing","tag-alcohol-industry-news","tag-automotive-advertising-news","tag-brands","tag-dangerous","tag-digital-marketing-news","tag-food-industry-news","tag-game","tag-generational-marketing","tag-moment","tag-seizing","tag-social","tag-social-media","tag-viral-marketing"],"yoast_head":"\nSeizing the Social Moment on X Is a Dangerous Game for Brands - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=197565\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=197565&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seizing the Social Moment on X Is a Dangerous Game for Brands - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Whatever you think about Wendy\u2019s comments lamenting Katy Perry\u2019s return from space, one aspect of the fracas is beyond dispute: Brands on X have touched the third rail like this before.\u00a0 Many, many times before. 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