A tweet from AT&T in relation to the 9/11 terrorist attack fueled a firestorm among social media users.
AT&T posted a photo in Twitter showing a hand holding a smartphone with a display of two light beams on the site of the twin towers as a tribute in time for the commemoration of the 9/11 attack.
In just one blink, social media users retorted with wrath saying that the company’s marketing strategy are “tacky” and “disgusting.”
However, there were also social media users who sided with AT&T and defended the companies move, saying they were not upset and that the photo was an appropriate tribute.
AT&T has already deleted the photo then tweeted again to apologize.
(@AT&T), "We apologize to anyone who felt our post was in poor taste. The image was solely meant to pay respect to those affected by the 9/11 tragedy."
The incident was not the first promotional error associated with the 9/11 terrorist attack, which cost roughly 3,000 innocent lives.
The Tumbledown Trails Golf Course near Madison, Wis., promoted a “12th anniversary of 9/11” special: A nine-round golf game for $9.11. Marc Watts, the owner, halted the promo after receiving death threats and pleaded sorry after a social media criticism that required security protection.
Watts said in an interview with the USA Today., “We’re a little hurt by the fact that people are putting such a negative context on this. Other marketers have been criticized for 9/11-related promotions.
Fitness chain New York Sports Club, a couple of years ago, decreased membership fees to 9/11 first responders as a promotion and it stimulated fury from people claimed the gym was using a national tragedy to gain profit.
Nevertheless, marketers continue to carry out corporate messages pertaining to 9/11. Brands like Huggies, Macy’s and Walgreens were among the other companies who posted tweets in relation to the tragic 9/11 event.
Even if the companies’ tweets are sincere -- like Huggies’ tweet, "Today we remember the victims of the tragedy that struck our country and salute the brave men & women who risked their lives to save others" – they can mean differently when read in a broader context.
