Did DiGiorno Pizza Drunk Tweet ‘Peter Pan Live?’

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While America hate-watched “Peter Pan Live” last night, DiGiorno Pizza dominated with brand tweets. Or they were drinking. In any case, whoever was running that account last night certainly never grew up and it was pretty fun to watch:

Looks like it’s time to come up with tweets on the fly HAHAHAHA omg where am I #PeterPanLive

— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014

 

I BELIEVE IN FAIRIES, ACCURATE PIZZA DELIVERY TIMES? NOT SO MUCH #preheatthatthang #PeterPanLive

— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014

 

can’t believe their happy thoughts aren’t pizza smh #PeterPanLive

— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014

 

that croc would make a great oven timer. #conversationpiece #PeterPanLive

— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014

 

delivery guys are the true lost boys. #WhereRthey #PeterPanLive

— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014

 

Thin crust is just a rising crust that didn’t want to grow up HAHAHAHAHA it’s funny because it’s true #PeterPanLive

— DiGiorno Pizza (@DiGiornoPizza) December 5, 2014

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Trend Carefully: DiGiorno Delivers Hashtag Gaffe

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DiGiorno is still scrambling today to make up for a tone-deaf tweet that made light of a rather serious Twitter dialogue surrounding domestic violence.

The hashtags #WhyIStayed and #WhyILeft have been trending since Monday, when writer Beverly Gooden leveraged the coverage surrounding the suspension of Baltimore Raven’s running back Ray Rice to discuss what motivates women who suffer from domestic violence.

Participating in trending hashtags is on page one of the social media playbook for brands, but whoever runs DiGiorno’s social media forgot to take the temperature of the discussion before chiming in, tweeting, “#WhyIStayed You had pizza.”

The tweet was almost instantly deleted, but screengrabs of the offending tweet began circulating just as quickly. DiGiorno followed-up with the standard issue apology you would expect a brand to make after a bonehead move like this, but the apologies haven’t stopped there.

In an unusual strategy, DiGiorno has take the extra step of individually apologizing to people who mention the blunder on Twitter. Each apology is in the first person and seems sincere. In reading the dozens of individual mea culpa’s made in the aftermath, the brand sounds much more heartfelt and human than the many brands who have faltered before.

As this incident becomes a case study of how not to participate in trending topics, it will be telling to see if other brands use the same tactic for future PR nightmares.

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