Coca Cola Twitter campaign, #MakeItHappy, has been suspended only a few days after launching, thanks to a devious and trolling prank instigated by Gawker.com.
The campaign, which was launched during this year's Superbowl, encouraged fans to add #MakeItHappy to negative tweets. Said tweets were then automatically formed into images.
Seemingly for no other reason than just to make a point, Gawker created a fake account (@MeineCoke) and begun to tweet lines from Hitler's Mein Kampf. Naturally, with no filtering involved, Coca Cola sent images that used the lines. Whoops.
Gawker editor, Max Reed, wrote about the incident, "Even when the text is shaped like a dog, it is disconcerting to see Coca-Cola, the soda company, urge its social media followers to safeguard the existence and reproduction of white racists."
Unfortunately, the tweets have since been deleted - and the campaign suspended - but it goes to show that social media isn't an easy game to play for corporations.