Coca-Cola introduced an ambitious new campaign on Superbowl Sunday, urging others to “make it happy” (preferably by drinking Coca-Cola). The campaign included a Twitter strategy in which users responded to negative tweets with the hashtag #MakeItHappy, which would then prompt Coca-Cola to transform the negative comments into cute little bits of text art.
“We turned the hate you found into something happy,” @CocaCola would say.
It didn’t take long for the campaign to go spectacularly wrong, leading the soft drink purveyor to suspend the campaign indefinitely.
Here’s what happened. The trolls over at Gawker Media Group decided to take advantage of this new automatic function of @CocaCola to trick the brand into retweeting the first four paragraphs of Adolf Hitler’s pre-Third Reich manifesto Mein Kampf in the form of adorable cartoon animals and smiley faces.
” Gawker Editorial Labs director Adam Pash built us a bot to tweet the book line-by-line, and then tweet at Coke to #SignalBoost Hitler and #MakeItHappy,” Gawker reports.
A few examples of the prank’s results:
“We must secure the existence of our people and a future for White Children,” the Gawker bot wrote. Coke retweets in the form of a doggie:
“…only then can the moral right arise, from the need of the people to acquire foreign territory,” reads another tweet. “The plough is then the sword; and the tears of war will produce the daily bread for the generations to come.” So says the banana.
Read more of Mein Kampf as told by Coca-Cola here.