Add the Montreal Canadiens to the long list of brands learning the hard way not to trust the Internet.
To celebrate its millionth Twitter follower last night, the NHL team sent out custom messages to people who used the hashtag #CanadiensMTL1M. The original idea was supposed to be a way to give thanks to its loyal fans with a clever social media gimmick. But the thank-yous were auto-generated and sent to whatever handle tweeted at them — meaning, from the outset, the team gave up all control over the context of their thanks.
Twitter being the hive of scum and villainy that it is, naturally took a quick turn for the vulgar. People tweeted at the team using horribly racist and vile handles. Within minutes, the team was unknowingly auto-tweeting out less-than-desirable things.
While the team quickly deleted the tweets after realized it was being trolled, screenshots of the more offensive tweets remain online as captured by the CBC.
For example, here is one of the team’s players thanking Twitter user @Wh1teP0wer for his support:
Then there’s this jersey welcoming Twitter user @IloveISIS to the family:
In another disturbing troll, black player P.K. Subban was the target of racist jokes. He had pre-recorded a video thanking fans, but he had no control over this auto-tweeted “special message” of thanks to @DeathToN1ggers.
The Canadiens finally ended it after five hours, blaming the fiasco on a “filtering issue” of its automated script. “We apologize for the offensive messages and have fixed the issue so it won’t happen in the future,” the team tweeted.
The team joins a long list of brands trolled on social media, with most recently being Coca-Cola which had its own GIF campaign on Tumblr targeted by pranksters. We wonder what the Canadiens are going to do when it hits two million followers.
How the layoffs at 100 Thieves underscore esports’ creator-executive leadership problems
Esports organizations have long been notorious for elevating professional gamers to more business-focused senior executive roles — and for suffering scandals as a result.
Hyatt, Lacrosse Unlimited, Lulu’s tap college athletes’ authenticity to target Gen Z
Hyatt, Lacrosse Unlimited and Lulu's are among brands highlighting partnerships with college athletes in an effort to reach new consumers, particularly those in the Gen Z cohort.
Marketing Briefing: Twitter, TikTok vie for ad dollars, offer incentives as they seek to own second screen for Super Bowl
While Twitter has traditionally been the platform that marketers turn to for real-time marketing efforts during the Super Bowl, the shift in leadership and advertiser exodus over the last year has left its place in this year’s Big Game a question: Will its importance continue?
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
Digiday+ Research: Agencies’ clients more likely to invest in CTV over traditional TV
More than two-thirds of agencies said clients spend at least a little on TV marketing, Digiday+ Research found. And they're more likely to spend on CTV than traditional TV.
WTF is the global privacy control?
Although Do Not Track failed as an effort to make it easier for people to opt out of being tracked and targeted online, its spirit lives on in the Global Privacy Control.