Good morning, PR pros:
Here are today’s top stories:
Adidas UK launched a Twitter campaign to promote the launch of its Arsenal jersey. Social media users who tweeted #DareToCreate or liked the marketing tweets got an automatic reply from @AdidasUK with a photo of the jersey customized with the Twitter handle. The campaign lasted one day before it was hijacked by Twitter accounts with anti-Semitic and racist handles.
Why it matters: Andrew Bloch, founder and managing partner of PR agency Frank, tweeted an important lesson for communicators: