The disappearance of Malaysia Airlines Flight MH370 is a story that has been front-page news for weeks now as officials continue to struggle to find the missing plane. (The recent revelation that the plane was carrying flammable lithium-ion batteries
is a wrinkle that could worsen the crisis for the airline.)
Odds are that quite a few brands have been tempted to connect their marketing emails and tweets to the mystery (and likely tragedy
) but thought better of it. At least one brand, the sports job network TeamWork Online, didn’t reach that second step.
Last week, Unmarketing President Scott Stratten tweeted this screenshot of a TeamWork Online email newsletter:
Many of the responses to the tweet were people simply saying, “Wow,” and one respondent refused to believe the screenshot was real. TeamWork Online confirmed it, though, with a Twitter apology directed at Stratten:
Stratten questioned that response, saying the problem wasn’t a mere typo. TeamWork Online hasn’t replied.
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One reply to Stratten’s tweet from Heather MacLean
, CMO at TaylorMade Solutions, insists that the email shouldn’t be considered newsjacking, because it is “wrong on so many levels.” Stratten replied that it’s clearly newsjacking, simply done wrong.
Another respondent, as folks on Twitter so often do, jokingly picked up the trend and ran with it:
Malaysia Airlines' own crisis deepened considerably Monday as news reports claimed that the airline chose to inform families of passengers via text
that flight MH370 had almost certainly crashed into the Indian Ocean, killing everyone onboard. Those messages were sent prior to Malaysian Prime Minister Najib Razak's press conference
confirming the news. The airline did say it offered in-person briefings and counseling to family members.