Dive Brief:
- On the thirteenth anniversary of the September 11 attacks, brands tried to jump in on the conversation— and many failed.
- Brands sent inappropriately self-serving messages like Alabama tie company Tied to the South asking for a retweet for each death in the fallen towers or discount offers like Intimacy Box.
- Other brands jumped in the conversation that maybe should stay away from somber occasions like sex-related brands Fleshlight and Brazzers.
Birmingham-based tie company @TiedtotheSouth asks for a RT for everybody who died with a pic of Tower 1 gushing smoke pic.twitter.com/pSqoVPEXI3
— Sam Thielman (@samthielman) September 11, 2014
Today is 13th anniversary of 9/11. We remember those lost, & honor those still fighting for freedom. #911NeverForget pic.twitter.com/W0yFU73L7V
— Official Fleshlight (@Fleshlight) September 11, 2014
Rembering those who lost their lives on September 11, 2011. 40% OFF END OF SUMMER CLEARANCE… http://t.co/aAF3ENwtBr
— Intimacy Box (@intimacybox) September 11, 2014
Dive Insight:
While it's a nice sentiment to want to honor those fallen and affected by 9/11, brands should know by now that it's a fine line to walk. It's just to easy to come off as self-serving and insensitive with tweets related to tragic events. A better strategy may be to institute a day of social media silence each year.
