In 2012 The Dark Knight Rises was showing a midnight premier at a small Aurora, Colorado movie theater. What was initially a fun event turned into a fight for the theater’s lives when a masked shooter walked into the showing. He fired several shots injuring and killing people. This shooting created a lot of social media buzz especially on Twitter. Hours after this incident a popular online retail company used the hash tag #Aurora as ammunition to sell a Kim Kardashian inspired dress.
This infuriated tweeters and created major company backlash. Tweeters were telling the company to fire their marketing team, calling them idiots. One tweeter posted, “This is a tragic tale of brands that outsource their social media.” A few hours later Celeb Boutique removed the tweet and issued an apology explaining the company was unaware of the other meaning of the hash tag. Not even a hour later the company tweets about the weekend. This outraged their followers. Celeb Boutique tried to clear the air by issuing another apology explaining they didn’t look at the content of the hash tag. This didn’t please their followers so in a last attempt to save face they issued a long apology “We are incredibly sorry for our tweet about Aurora… at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic. We have removed the very insensitive tweet and will of course take more care in the future to look into what we say in our tweets.”