Normally, a hacked Twitter account would make a social media manager lose hair, kick, cry, scream and most likely throw things. This is not the case for Chipotle, a restaurant chain that Twitter users recently thought got “hacked.” When @Chipotle started posting tweets like “Twitter.,” “end twitter,” and “Hit send too soon!” it was only logical that people assumed they were hacked. In fact, this was a publicity stunt. And one that worked. On the day of the “hack,” Chipotle gained 4,000 Twitter followers.
“We thought that people would pay attention, that it would cut through people’s attention and make them talk, and it did that,” Chris Arnold, a Chipotle representative, told Mashable in an interview. “It was definitely thought out: We didn’t want it to be harmful or hateful or controversial.”
While it’s not the first account to fake a hack—both MTV and BET have pulled this stunt—it is one account that seemed less likely to. And surprisingly, the fake-out was met with a large amount of support. There is even talk of “Please Twitter end Twitter” T-shirts.
What do you think of this faux hack? Is this publicity stunt genius or a little too cheap for your taste?