#DiGiorNOYOUDIDNT is a popular hashtag being pushed by DiGiorno Pizza’s twitter account. They run this social marketing push each Sunday following the return of NFL games. These humorous football related slams have gained a somewhat large following, and the entire account boasts almost 82 k followers. One tweet for example on September 7th said, “YO, ONE MORE CHARITABLE GIVEAWAY AND YOU CAN DEDUCT YOUR QUARTERBACK ON YOUR TAXES #DiGiorNOYOUDIDNT.”
Without seeing how social media affects sales, DiGiorno has been mildly successful with this campaign. They produce creative, humorous content about what the consumer is interested in. Unfortunately now, DiGiorno has set it’s own trap on twitter. After social media scandal, disgruntled users are black-lashing against DiGiorno using their own hashtag.
After video of NFL running back Ray Rice assaulting his wife surfaced on September 8th, thousands of women took to twitter with the hashtag: #Whyistayed. The hashtag was introduced for people to share reasons why they stayed with an abusive partner.
Trying to stay relevant DiGiorno jumped onto this new, trending hashtag. The company made a huge mistake; they inserted themselves into an inappropriate conversation without any research on the trend. They tweeted:
Users were disgusted by DiGiorno’s blatant attempt advertise while they discussed an issue as serious as domestic violence. They immediately responded to the tweet openly sharing their disappointment. Within minutes DiGiorno deleted the tweet and issued an apology saying, “A million apologies. Did not read what the hashtag was about before posting.” In addition, they are also personally responding to any users who tweet at the brand. These disgruntled users are lashing back at the brand using their own hashtag #DiGiorNOYOUDIDNT. Twitter user Ron Nurwisha said, “#DiGiorNOYOUDIDNT just make a joke about domestic abuse. @DiGiornoPizza did I do that right?” (via @boyreporter).
Comprehending online conversations is extremely critical for companies in today’s digital age. DiGiorno’s Pizza is the most current, but not only, example of companies forcing their brand into consumer conversation. Brands should use this as a lesson learned: know the tone and nature of a hashtag before you put your brand’s stamp on it.