MONTREAL – On Tuesday night, the Montreal Canadiens‘ official Twitter account said it would “celebrate one million Twitter followers with a few surprises for you!”
https://twitter.com/CanadiensMTL/status/702314579800539137
The Habs certainly provided that for their followers, but not in the way they had hoped.
The team celebrated the milestone by sending out automated messages to Twitter followers who contacted them.
Several of the messages featured custom avatar jerseys emblazoned with the names of Twitter users.
Some users with offensive Twitter handles were then added to the jersey avatar and sent out on the team’s official account.
Many of the usernames featured racial slurs, some of which were directed at Canadiens defenceman P.K. Subban.
A similar social media campaign backfired on the NFL’s New England Patriots back in 2014.
The team’s official account sent out an automated message that included an avatar with a Twitter handle containing a racial slur.
Get breaking National news
The Habs have since issued an apology.
- Calgarians ‘pull for wishes’ in 2nd annual fundraiser supporting kids with critical illness
- Calgary couple find their ‘Zen’ through axe throwing, compete in world championships
- Calgary lifts water restrictions following repairs to feeder main
- Recall expands for Nutrabolics vegan bars over undeclared milk
Comments