Fashion store Celeb Boutique spotted the trending topic #Aurora circulating on Twitter and decided it would be a good opportunity to plug their Kim Kardashian-inspired dress of the same name, not realizing (probably, hopefully) that Aurora actually referred to last night's tragic shooting in Aurora, Colorado.
Celeb Boutique soon took down the tweet within the hour and posted the apology shown above, followed by a lengthier apology over the course of several tweets, noting that "our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation."
Which is to say, HOW HARD IS IT TO CLICK ON A HASHTAG? YOU ONLY HAD TO READ ONE TWEET TO FIND OUT WHAT AURORA WAS ABOUT. ONE.
In case you've been living under a rock for the past week or simply don't enjoy wildly depressing news stories, the man pictured at the top is Luka Magnotta, 29, a Canadian self-professed gay adult film star who murdered a Chinese student in his apartment, uploaded a video of it to the internet, decapitated the body, and sent various body parts to, among other places, the Canadian Conservative and Liberal Party headquarters.
On June 4, Magnotta was arrested in Berlin, but not before the Montreal Gazette posted a picture of the deranged killer on its website drinking a Labatt Blue.
Harmless? Not according to Labatt, who subsequently threatened to sue the Gazette if they did not remove the image. Labatt associate general counsel Karen Sullivan had this to say to the newspaper:
"As I am sure you can understand, this image is highly denigrating to our brand, and we are disturbed that this image remains on your site despite repeated requests and the many images available of this person."
Labatt later dropped the case, but not before the internet got a hold of the story. The result? A Twitter tag called #newlabattcampaign. Some of the finer examples of slogan suggestions are pictured above. Just another example of when you're dealing with the internet, it's best to just let sleeping dogs lie.