As Brands Newsjack #Lebron, Charmin & Cottonelle Shoot For Worst Tweets Ever


Major news can’t spread on Twitter anymore without brands big and small adding their two cents in an attempt to newsjack the situation.

And today’s news that NBA superstar Lebron James is returning to the Cleveland Cavaliers is no exception. King James, as he’s called, began his career with his hometown Cavaliers then left four years ago to form a dream team with the Miami Heat that won two NBA titles (and lost two others).

Those themes are popular among the brand tweets we’ve found so far in the couple hours since Lebron’s announcement went public. Orbitz and Barbasol tweeted on the “coming home” theme, while Sherwin-Williams praised Lebron for his color choice by showing the Cavaliers primary colors among its paint options.

Food brands jumped in pretty quickly, including McDonald’s, which counts Lebron as a spokesperson and has been running a commercial in recent months about a secret restaurant where he and other celebrities eat.

This coupon site focused on the money that the Miami Heat are saving by not having Lebron on its team.

The NFL chimed in with a tweet showcasing Lebron with one of its well-known rookies, Johnny Manziel, who’s on the Cleveland Browns football teams.

But for me, the two most bizarre tweets came from toilet paper companies. Both Charmin and Cottonelle managed to turn Lebron’s return to Cleveland into promotions/messages about using the toilet. I mean … really?

Those two companies have a pretty solid history of staying on message like this when trying to newsjack, so their tweets aren’t a surprise. And some of their previous efforts have been pretty funny, in my opinion. But today? These two just kinda … stink. (wink wink nudge nudge)

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News | Twitter


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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