Sept. 11 is a difficult time for brands to take on Twitter. While some industry observers applaud brands that try to inject themselves into social chatter, more often than not, tweets can end up as fiascoes in an otherwise well-meaning flurry of posts.
Already, many marketers' 9/11 efforts today have ended up as #brandfails. CVS Pharmacy posted a photo of Manhattan with two lights representing the Twin Towers and a logo in the bottom corner. The tweet was swiftly removed after people started complaining about the branded skyline, although several Twitter users managed to screengrab the tweet. The Vitamin Shoppe and Burlington Coat Factory posted similar tweets this morning and have, at press time, kept them live.
Then there are sex brands like Official Fleshlight and Brazzers weighing in on Sept. 11, which seems totally out of place. And a tweet from Birmingham, Ala., tie company Tied to the South requested a retweet for every death caused by the terrorist attack. The latter was quickly deleted.
Build-A-Bear also removed a tweet this morning of a teddy bear in fatigues after getting some flack on Twitter.
And now for the good
Nordstrom and Walmart's played up the Manhattan skyline with posts too but, unlike the aforementioned brands, left their logos out.
Applebee’s and Cinnabon skipped their usual food porn tweets this morning. Instead, Applebee’s posted a simple tweet of a flag with copy that read, "We will never forget."
The City of New York posted a simple photo of the Twin Towers that also became its profile picture. And, New York retailer Century 21 sent out a picture of a memorial painted by artist Mr. Brainwash at its Financial District store.
Macy’s and JetBlue chose to skip images altogether and instead posted copy in remembrance of the attack. And after AT&T's snafu last year, with a tweet showing a phone in front of the Tribute in Lights, the brand also stuck with a simple line of copy this year.
Here are the worst tweets:
Birmingham-based tie company @TiedtotheSouth asks for a RT for everybody who died with a pic of Tower 1 gushing smoke pic.twitter.com/pSqoVPEXI3
— Sam Thielman (@samthielman) September 11, 2014
Today is 13th anniversary of 9/11. We remember those lost, & honor those still fighting for freedom. #911NeverForget pic.twitter.com/W0yFU73L7V
— Official Fleshlight (@Fleshlight) September 11, 2014
Absolutely #breathtaking 9/11 tribute: cartoon dinosaur asking "memba dis?". Do u memba? Memba when the towers fell? pic.twitter.com/pFLSwncTa6
— Helena Bottom-Farter (@solikebasically) September 11, 2014
Hey @buildabear, do you guys have a workshop for building tone-deafness? pic.twitter.com/RY3xn662Le
— Miles Kahn (@mileskahn) September 11, 2014
@LaurenJohnson Curious to know which agency thought it was a good idea. pic.twitter.com/0JonehBZMI
— Sean Ryan (@SeanWRyan) September 11, 2014
(Read more about that last set of tweets here.)
And the good-natured tweets:
Today we honor the memory of those who lost their lives on September 11. pic.twitter.com/OW2FZt8O8l
— Dunkin' Donuts (@DunkinDonuts) September 11, 2014
God bless America. #NeverForget911 pic.twitter.com/NnfqnmsINg
— White Castle (@WhiteCastle) September 11, 2014
Honoring. #lilly5x5 #september11 pic.twitter.com/4anWv4advt
— Lilly Pulitzer (@LillyPulitzer) September 11, 2014
100+ dancers perform @buglisidance's #TableofSilence, a public remembrance of #September11 & ritual for peace. pic.twitter.com/1UZ4ZDNKFv
— Lincoln Center (@LincolnCenter) September 11, 2014
Saks Fifth Avenue will never forget the bravery and courage shown on September 11. pic.twitter.com/K46g7tMKW1
— Saks Fifth Avenue (@saks) September 11, 2014
Today, we honor NY's bravest and finest on our building as a tribute to the resiliency of NYC and USA. #NeverForget pic.twitter.com/fVHtIP5jZ9
— Century 21 Stores (@century21stores) September 11, 2014
Always Remember. pic.twitter.com/2SsTeoemjf
— Walmart (@Walmart) September 11, 2014
Today, we remember. pic.twitter.com/Dw7nyXGMGP
— Nordstrom (@Nordstrom) September 11, 2014
Today we honor the heroes and remember those who lost their lives on 9/11/01. pic.twitter.com/WbR2Cp97uk
— Cinnabon (@Cinnabon) September 11, 2014
In remembrance of September 11, we share Lee Friedlander's 1965 photograph "New York City." http://t.co/f9DgUcNYzs pic.twitter.com/PmcHisUn49
— Museum of Modern Art (@MuseumModernArt) September 11, 2014
We will always remember. #911Memorial #Honor911 #NYC pic.twitter.com/YZzLjhIBfO
— Delta (@Delta) September 11, 2014
13 years later, & we will #neverforget. pic.twitter.com/mG0rFzV0Yi
— Burlington (@Burlington) September 11, 2014