When will brands ever learn? Do people not use the internet and read stuff? When it comes to social media we are now at a point when we have a fat pile of case files detailing how various brands have failed at social media, but this does not apparently stop other brands copying these mistakes over and over again.
This time around it is the turn of American Apparel. It has had the bright idea of rolling out a “Hurricane Sandy Sale” ad and as you might guess has sparked something of a Twitter backlash and ensured its brand will forever be linked with the words “social media fail”.
Earlier this year it was KFC Thailand doing its best to fail on social media. While the country was watching tsunami warnings and fearing the worst the fast food firm posted a message on its official Faceook page suggesting it was some time for tasty chicken as they watched the drama unfold.
Before that we had Microsoft’s Bing capitalising on the #SupportJapan campaign in the wake of the earth quake and tsunami there and then we had fashion designer Kenneth Cole riding on the coattails of #Egypt. Can we stop now? Apparently not.
American Apparel jumped on the storm wagon by sending out an email last night, offering 20% customers 20% off for the next 36 hours “in case you’re bored during the storm”. Who signed this one off?
Many Americans clearly have more serious issues on their minds than buying up snappy fashion wear.
The map that American Apparel sent out highlighted the North East cost of the US where hurricane Sandy is hitting hardest.
American Apparel weren’t even alone. Gap had a go to, but someone there realised pretty quickly was a bad idea and deleted the Tweet that went out on the company account.
Not quick enough however. It never is when it comes to social media as someone will always be ready and waiting to take a screen grab. This one came via @krugerbrent09:
Unsurprisingly online reaction has not been kind to American Apparel with many taking to Twitter and the web to express their disgust with the brand as you can see from this Storify: