#DareToCreate – A campaign developed to promote the release of Arsenal’s new Adidas home jersey has been pulled down after backlash started on Twitter.
Adidas and Arsenal combined forces to launch the new team’s home jersey with a Twitter campaign they hoped would create positive sales momentum. But, the campaign was suddenly pulled down just hours after going live. It seems the idea was not as good as it seemed.
The #DareToCreate campaign was built around a simple idea: People on Twitter who liked a tweet from @adidasUK announcing the new home kit saw their Twitter usernames appear on a digital replica of the Arsenal jersey. The said jerseys were then automatically (remember that word) tweeted out by @adidasUK, along with the message, “This is home. Welcome to the squad.”
And of course, it happened… Within hours, Twitter users changed their usernames to the worst possible racist, anti-semitic and horrible names, which were then automatically tweeted out on @adidasUK.
And yes, this was all predictable. Remember Boaty McBoatface?
Adidas' #DareToCreate campaign provides yet another valuable reminder to brands on why you should never let the internet customise anything. pic.twitter.com/uw02upr63g
— Andrew Bloch (@AndrewBloch) July 2, 2019
For posterity: pic.twitter.com/wN47qoG0Ai
— Walker Bragman (@WalkerBragman) July 2, 2019
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