Kmart Tweet on Newtown Tragedy Includes Promo Tag

Like everyone else in the country, we’ve spent much of the day today distracted by the unspeakably awful events that occurred in Connecticut.

Unfortunately, Kmart became the first brand to release a completely inappropriate statement this afternoon. In the midst of a promo campaign called “Fab 15” highlighting the “15 coolest toys of the season”, Kmart’s official Twitter feed released a message about the tragedy that still included the #Fab15 hashtag.







Kmart deleted the offending tweet and quickly issued a follow-up statement officially ending the promotion and discouraging further use of the tag.

The company then released a second statement trying to explain what had happened:

“We wanted the participants in the Twitter party we had just halted to see our message of sympathy. The way you do that is by adding the hashtag for the Twitter party. It was absolutely not used for any promotional reasons, but simply to ensure the participants of the Twitter party were able to see our message of sympathy.”

Even if that’s the case, the fact that anyone could confuse the matter tells us that Kmart was wrong to release the tweet. Today nearly everyone has made statements expressing sadness and asking friends and followers to pray for all involved–but Kmart proved that sometimes it really is better to say nothing at all.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: December 14, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT