Update: Campbell’s Soup denies that they have a verified Twitter account for Pace Foods. The entire Twitter “meltdown” appears to be a hoax, perpetrated on Kinane by comedian Randy Liedtke. We got had, too. Apologies.
Things got a little caliente under the collar yesterday for Pace Foods, the brand most known for its Pace Picante sauce. A series of private messages were ultimately made public resulting in the apparent firing of a Pace employee and the suspension of the company’s Twitter feed.
It began in the morning when Pace Food’s Twitter account favorited offensive tweets written by comedian Kyle Kinane. The weird thing? His insulting tweets had been written written 10 months ago. Kinane, noticing that the account was favoriting any tweet he used mentioning the brand, took advantage of the situation, and made a few jokes at Pace Food’s expense.
As Kinane continued to tweet about Pace’s presumed Twitterbots, a person named “Eric” representing Pace sent Kinane a private direct message, asking him to remove all mentions of Pace from his account. What follows is a highly unusual (and fairly humorous) private exchange in which at least two other Pace associates chime in. Kinane made the entire exchange public with the following screenshots:
The direct messaging continued between Kinane and Pace, and gets a bit weirder.
Another Pace associate, “Miles,” becomes involved.
It almost seems as though the episode had come to an end, until a third associate, “Sharon,” steps in.
Next, “Sharon” tries to continue the conversation with Kinane in direct messages.
Miles apparently returns…
…and tweets offensive things from his personal account to Kinane.
Pace then publicly issued a cryptic Twitter apology, and suspended the account.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."
Google’s Privacy Sandbox is coming to Android
Google's MAID will be phased out, here's what you need to know.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.