Arsenal kit launch horribly backfires with Madeleine McCann and Hitler tweets

first_imgAdvertisement Sign Up for News UpdatesGet your need-to-know latest news, feel-good stories, analysis and moreSign upNot convinced? Find out more » Joe RobertsTuesday 2 Jul 2019 11:00 amShare this article via facebookShare this article via twitterShare this article via messengerShare this with Share this article via emailShare this article via flipboardCopy link1.5kShares Arsenal kit launch horribly backfires with Madeleine McCann and Hitler tweets Madeleine McCann was ‘welcomed’ to the Arsenal squad (Picture: Twitter) Racist trolls hijacked the social media campaign (Picture: Twitter) Inviting Twitter users to customise a social media campaign was not a good idea (Picture: Twitter)Many people questioned why a major corporation like Adidas would let the public influence such a big campaign in the first place.PR guru Andrew Bloch tweeted: ‘Adidas’ #DareToCreate campaign provides yet another valuable reminder to brands on why you should never let the internet customise anything.’Walkers had a similar epic fail in 2017 when they encouraged crisp fans to tweet a picture of themselves for their #WalkersWave campaign.They would then automatically generate a video of Gary Lineker holding the photo.But as you can guess, the TV star was soon joined by the likes of Harold Shipman, Jimmy Savile and Fred West. The PR stunt horribly backfired (Picture: Twitter)Others shirts included the name ‘Innocent Hitler’, while some made fun of Madeleine McCann.AdvertisementAdvertisementAdidas said they immediately turned off the Twitter ‘personalisation mechanic’ after a ‘small minority’ of fans created the offensive shirts.In a statement, a spokesperson told Metro.co.uk: ‘As part of our partnership launch with Arsenal we have been made aware of the abuse of a Twitter personalisation mechanic created to allow excited fans to get their name on the back of the new jersey.‘Due to a small minority creating offensive versions of this we have immediately turned off the functionality and the twitter team will be investigating.’An Arsenal spokesperson added: ‘We totally condemn the use of language of this nature, which has no place in our game or society.‘We work hard as a club to encourage diversity and inclusion through our Arsenal for Everyone programme, launched in 2008 as a celebration of the diversity of the Arsenal family.‘Through a number of initiatives undertaken in the community, inside Emirates Stadium and throughout the club, Arsenal strives to ensure that everyone associated with the club feels an equal sense of belonging.’ The highly offensive versions of the new Arsenal shirt were shared on its official UK account (Picture: Twitter)Adidas has launched an investigation after it shared racist and anti-Semitic versions of the new Arsenal shirt from its official Twitter account.The German sportswear giant launched its #DareToCreate campaign on Monday and invited people to get involved by liking and retweeting its post about Arsenal’s home kit.Adidas would then generate a virtual shirt with the user’s Twitter handle on the back, along with the message ‘welcome to the squad’.But it horribly backfired when Twitter trolls hijacked the good-natured campaign.ADVERTISEMENTSick account names including ‘Gas All Jews’ and ‘Die All ‘N*****s’ were then emblazoned across the Arsenal shirt and sent out from the official UK page. Got a story for Metro.co.uk? Get in touch with our news team by emailing us at [email protected] For more stories like this, check our news page. Comment Advertisement A reminder: Never let the public run your campaigns (Picture: Twitter/Walkers Crisps)last_img

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