Yesterday’s VMA’s brought a lot of surprises and shocking moments. From Lady GaGa’s amazing opening performance, to Miley’s twerk session all over the MARRIED Robin Thicke, and even Kanye decided to show up and be nice.
I’m sure you’ll read plenty of blogs about all of that.
The thing that became a WTF Moment for me, was the series of tweets that came from hip-hop magazine XXL. The company decided to let Charlamagne, controversial radio and television personality, take over their twitter account during the VMA’s.
1. This was the craziest and dumbest idea I have ever seen from a business. 2. This PR fail could have easily been avoided.
If you know anything about Charlamagne “Tha God” you know that a filter is something that he does NOT have. “Tha God” tweeted some very mean things about singer/songwriter, Mary Lambert, during her performance with Macklemore on the song “Same Love”. Jennifer Hudson made a surprise appearance and performed the song alongside the duo and Ryan Lewis.
See tweets below:
Why is this a PR fail?
Sure, we all know how Charlamagne is, but that’s his business. Pushing those opinions through via your company’s twitter account is where you begin to tarnish your brand as a unit. Personal opinions, especially to that caliber, should never be spoken under your company’s name. Not only did XXL lose credibility in my eyes, the entire brand to me now is what I would call: a**holes.
If Charlamagne wants to tarnish his own brand by being an a**hole then let him be great. But leave the company out of it.
In my opinion, whoever had this bright idea should get the boot. After that, there needs to be a statement released, hopefully apologizing for these harsh tweets and letting their stakeholders know what they will do in the future to prevent this from happening again.
I’m shocked and disgusted that a company would have the audacity to let this kind of behavior occur on their own account. Now lets see what steps they take, if any, to fix it.
“Same Love” – Macklemore, Ryan Lewis, Mary Lambert, Jennifer Hudson