New strata of stupid invented by Habitat's use of Twitter

26 June 2009

From a marketing point-of-view, uber-chatty social meeja wundertool Twitter is laughably easy to game. It's very simple to spread messages, web addresses and special offers virally, but another way is to pick up on popular topics (sometimes accompanied by hashtags) that users are messaging one another about. Twitter automatically displays a list of top trends on a user's home page, and clicking on any of these will reveal a list of all the relevant messages. Realising this, all the marketing monkeys have taking to including keywords in their messages, so others will stumble across them accidentally.

Some marketing people are very sly about doing this; some are seemingly thick as pigshit. Ladies and gentlemen, I present to you furniture folk Habitat, who decided to flog a special offer by piggybacking the the current bloodshed in Iran. They've since deleted the messages, but that's the funny thing about the internet...:

Of course Habitat are hugely sorry about it now, after tens of thousands of people pointed out what utter, utter pricks they were for doing it. In an official apology, Habitat stated:

"This was absolutely not authorised by Habitat. We were shocked when we discovered what happened and are very sorry for the offence that was caused. This is totally against our communications strategy. We never sought to abuse Twitter will ensure this does not happen again."

How on earth did it happen, then? Their Twitter account obviously must have been hacked. That, or Habitat handed over control of their marketing strategy to the tea boy, and that's clearly not the reason because a national brand would never trust the fate of a multi-million pound company to some pleb on work exper-

"The hashtags were uploaded without Habitat's authorisation by an overenthusiastic intern who did not fully understand the ramifications of his actions. He is no longer associated with Habitat."

Oh. Seems that's exactly what Habitat did. Will it result in a financial backlash for the company? We can't say right now, but we can assure you that Bitterwallet will never stoop to such depraved and desperate measures in a whorish plea for attention.

TOPICS:   Social Media

1 comment

  • Pure-Klenz
    Good marketing if you ask me - plus good or bad its still publicity

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