http://www.thedrum.com/news/2015/03/09/knowing-ploy-or-social-media-fail-penguin-books-runs-yourmum-mother-s-day-twitter
To celebrate Mother’s Day this year, Penguin Books launched a dubious social media campaign asking users to tweet with the hashtag #YourMum. Predictably, the scheme was hijacked by social media users who repurposed Penguin’s well intentioned buy-a-book-for Mother’s Day brand proposition with crass ‘Your Mama’ jokes – the staple insult of playgrounds throughout the world. The hashtag, which somewhat clashed with the tone of Sunday’s top trending term ‘#InternationalWomensDay’, saw social media users spout filth about #YourMum. It took the publishing house some time to realise the error of its ways.
It is interesting and amusing to most audiences that Penguin Books decided to use a #YourMum hashtag in order to promote their books as gifts for mothers day. Whether it was intentional or not, it definitely caught attention and caused controversy on Twitter.
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