Even if, on this particular morning, one hadn’t checked the day’s headlines, a person or team in charge of a Twitter feed would know enough to check why a word or phrase was a trending topic before exploiting it as a marketing peg.
The tweet also contained a link to the garment before the U.K.-based fashion retailer removed the tweet from its account upon being made aware of the tone-deafness of its hasty post—courtesy of legions of caustic tweeters.
Responses from the Twittersphere were fast and furious, ranging from utter disbelief to profane contempt for the company and the horse it rode in on.
The company quickly responded with further tweets to clean up its mess, claiming that it and its PR team had been unaware of the misfortune, but the damage was done:
We apologise for our misunderstanding about Aurora. – CB