This wouldn't be the first time a brand trying to drive engagement with a harmless promotion got trolled by someone with nothing better to do with their time.
On Thursday night, the New England Patriots were caught off-guard when attempting a social media campaign celebrating the team's Twitter account amassing 1 million followers.
Users were encouraged to retweet a message that the Patriots were the first NFL team to reach the follower benchmark, and were "rewarded" with an automated message featuring a jersey adorned with their Twitter handle. Unfortunately, one person thought this was the perfect time to take advantage of the automated promotion.
Here's a censored version of the tweet:
The tweet stayed up for more than an hour before the team deleted it and apologized:
We apologize for the regrettable tweet that went out from our account. Our filtering system failed & we will be more vigilant in the future.— New England Patriots (@Patriots) November 14, 2014
While it's unclear what kind of "filtering system" was in place, it's another lesson to brand managers and marketing departments—and a stark reminder of racism in the modern era.