If there was ever one faux pas in the world of marketing, it would be associating your brand or product with a tragedy : especially one as significant as the events of 9/11. Early today, a communications giant, AT&T, found out the hard way that this was a solemn day – a day for mourning – and not an opportunity to promote their brand.
“Never forget”
The media mogul sent a tweet of the picture above, highlighting the “towers of light” where the World Trade Center used to stand with the use of a smartphone. The post was quick to incense the public, who found the “tribute” a distasteful and lamentable use of advertising. AT&T was pelted with an array of disgruntled responses, until the company released an official statement regarding the post.
Although AT&T was quick to respond with an apology, the social media masses were left with a sour taste in their mouth. The tweet spawned a new hashtag, #ATTtragedies, where people began to create tasteless ways that the company could have responded to other tragic events.
As cases of smaller companies doing similar “tributes” began to pop-up on social medias, the public responded with a clear, bottom-line statement: this is not acceptable.
There are some lines that marketing should not cross.