Habitat blames Twitter faux pas on intern

LONDON - Furnishings retailer Habitat has blamed an "overenthusiastic intern" for its attempt to use the election protests in Iran as a promotional vehicle.

Yesterday, Habitat apologised for its promotional messages on Twitter, which also tried to ride on the back of interest in the launch of the latest Apple iPhone.

Irrelevant hashtags featured in the messages included '#mousavi', referring to an Iranian presidential candidate, and '#iphone'.

The promotion was designed to sign people up to its database with the chance to win a £1,000 gift card.

According to a Sky News Habitat's communications team said they had not authorised the messages, but they have confirmed they were not hacked.

"The hashtags were uploaded without Habitat's authorisation by an overenthusiastic intern who did not fully understand the ramifications of his actions. He is no longer associated with Habitat," a spokesman said.

Twitter users accused Habitat of spamming and its mistake was heavily retweeted on the micro blogging service. It was being touted as a case study example of what marketers should not do on Twitter.

The offending tweets have since been removed and Habitat promised to "do better for the Twitter community".

Blogs on Brand Republic:

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published