Sunday 24 November, 2024

Major US chain sparks outrage by joking about 'Serial' murder on Twitter

AKA how not to be a brand on social media.

RECORD-BREAKING PODCAST Serial has become a phenomenon. And now, the first major business has embarrassed itself on social media about it.

The series – the true story of a journalist’s investigation into the 1999 murder of a schoolgirl – has spawned spin-off podcasts, discussion groups, and a million Twitter jokes about the pronunciation of ‘MailChimp’.

A crucial part of its plot is whether, at the time of the murder, there was a payphone outside a Baltimore branch of electronics chain Best Buy.

The chain tweeted last night:

There was instant condemnation.

Hey guys you know someone actually was murdered right RT @BestBuy: We have everything you need. Unless you need a payphone. #Serial
— Steph Auerbach (@StephLauren) December 11, 2014

Stephanie Haberman / Twitter

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And soon, the store was forced to delete the tweet and “deeply apologise”.

Best Buy said the post did not “reflect the values of our company”.

We deeply apologize for our earlier tweet about Serial. It lacked good judgment and doesn’t reflect the values of our company. We are sorry.
— Best Buy (@BestBuy) December 11, 2014