15 WTF Corporate Tweets That Definitely Got Someone Fired
6. Celeb Boutique Uses Deadly Shooting To Advertise Dresses
In yet another example of not checking the hashtag before tweeting, this legendary Celeb Boutique gaffe is still painfully cringeworthy. Presumably, some intern fired up Twitter on July 20th having not read the news and saw that #Aurora was trending, so they thought, "Hey, we have an Aurora dress in our catalog! We should use the hashtag to promote that!" What could go wrong?
It turns out, that is not why Aurora was trending; it was because 12 people were just massacred in a deadly movie theater shooting which left 70 others injured. This was the highest number of causalities in a shooting in U.S. history, and while the nation was still raw, here was a fashion brand cheekily promoting a dress, with a winky face to rub in the pain.
They responded by saying they were unaware of the situation and "simply thought it was another trending topic." It would have taken literally an extra three seconds to click on the hashtag and look at a single headline about the shooting, but nobody bothered, and a Facebook boycott of the company quickly started to spread. Celeb Boutique is still around today, but when you Google them, an article about this Twitter mishap is the third result. Ouch.