The Top 5 ‘What Were They Thinking?’ Social Moments of 2015

2015 was a banner year for brands on social media, as several companies found prominence on emerging platforms such as Pinterest and Snapchat. Hashtags crossed over from marketing tactic to cross-platform phenomenon.

However, it wasn’t the best of times for a few marketers and social media managers. Let’s look back on a few of the moments in 2015 that had us wondering, “What were they thinking?”

5. The IHOP Tweet

.@IHOP just got it soo wrong. As a woman, I’m rolling my Twitter eyes so hard! #IHOP #oops pic.twitter.com/U10LpZgPBP

— AjnaAdams☀️ (@ajnaadams) October 19, 2015

Ugh. In a year with amazing advertising moments like Always′ award-winning “Like a Girl” campaign (which just added an Emmy to its accolades) and Ram Trucks′ “Courage Inside” ad, seeing a tweet that uses sophomoric, sexist “humor” to promote pancakes was jarring. IHOP apologized, but the tweet was part of a series of tweets that ranged from offensive to bizarre as the brand apparently sought to adopt what they thought was a hip tone to appeal to a younger demographic. Trying to expand appeal is a good idea, but these tweets? Not so much. 4. The Bud Light #UpForWhatever Campaign

Here’s our follow up piece on FIFA from last night…https://t.co/UUzNjcEFKr — John Oliver (@iamjohnoliver) June 1, 2015

Creating an integrated campaign that ties a hashtag on social to messaging across brand touchpoints (including packaging) sounds like a big win. Unfortunately, the execution for Bud Light failed to think through the way its campaign would be perceived by the public.

With the hashtag #UpForWhatever and the message: “The perfect beer for removing the word ′No′ from your vocabulary for the night. #UpForWhatever” printed on bottles, the ensuing backlash on Twitter should have come as no surprise.

The campaign was even the subject of a Last Week Tonight with John Oliver segment on HBO. Oliver mocked the campaign saying it had a “certain rapey feel to it.”

3. Bic′s #HappyWomensDay Post

“Look like a girl” “Think like a man” #Bic fails spectacularly with this #happywomensday ad. pic.twitter.com/G9avXp4MoV

— Rebecca LeBard (@rlebard) August 12, 2015

Bic was already working to undo the “For Her” pens PR fiasco from two years ago when the brand launched pink pens that, as Gawker noted, were “for reasons we can′t fathom…” They were met with a flood of snarky, funny reviews on Amazon and a backlash on social. This year, for Women′s Day in South Africa, this was the brand with a head-scratcher of a post to celebrate. Not surprisingly, the post didn′t go over too well. Competitor Stabilouk was happy to pounce on the misstep.

2. The Seahawks′ MLK Day Tweet

this is disgusting, @seahawks. pic.twitter.com/bC05nb2nDF — drew olanoff (@drew) January 19, 2015

Jumping on a holiday to promote your brand can be fun when the content is in the spirit of the particular holiday. Martin Luther King Jr. Day, which honors the work of a historic social justice leader, and who was assassinated while working to advance the Civil Rights Movement, would call for a level of respect that many found lacking in the Seattle Seahawks′ tweet of the day this year.

Many were offended by the apparent comparison of centuries of civil rights struggles in the US to competing for a spot in the Super Bowl.

The team deleted the post and apologized.

But for some, it was a lasting reminder of the importance of a well-thought-out social strategy.

1. The Houston Rockets’ Emoji Tweet

The Houston Rockets Fired Their Social Media Person for an Emoji Joke http://t.co/Yd8ZFs8NxY pic.twitter.com/mcyYOVXX9H

— Emoji Style (@StyleEmoji) April 30, 2015

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