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Burger King and Jeep turn Twitter hacking into PR opportunity

Earlier this week, the official Twitter account for Burger King was hacked and turned into a McDonald’s feed. Now, the same thing has happened to @Jeep. The Jeep logo was replaced with a Cadillac logo and the hackers tweeted things like “We got sold to @Cadillac because we caught our employees doing these in the bathroom” with an image of a bottle of prescription-only pills. Jeep soon got control of the account and deleted the tweets tweeted by the hacker.

For a brand, crises like these are of course serious, but handled correctly they can also become an opportunity. Often an account that is involved in a similar incident gains a lot of followers, thanks to the increased attention.

This time, both Burger King and Jeep turn the hacks into a PR opportunity by posting some clever tweets. Burger King seized the opportunity to send their wishes to a brand that was the victim of the same type of crisis, which showed a human side of the brand.

burger king hacked twitter tweet

Jeep cleverly responded with this tongue in cheek tweet.

jeep twitter hacked tweet

As you see, both tweets got loads of retweets and were marked as favourite by many followers. Also, note the dots before the Twitter handle, enabling all their followers to see the tweets, not only the ones that follow both accounts.

I’m lovin it 😉

Posted in Case Studies, Crisis.

Tagged with , , , , .

5 Responses

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  1. Copycat Perfumes says

    This was indeed a great way to change the situation from something negative to something both Burger King and Jeep can take advantage of.
    Nothing beats free advertisement!

  2. alexb says

    yeah thats true. Burger King and Jeep should learn from ‘this’

  3. Bo says

    So glad Jeep turned it around successfully. I wouldn’t have expected anything less from Jeep; they’re my favorite vehicle brand – owned 3 of them.

  4. Philip says

    What the hack is happenibg to twitter… one big brand after another!

Continuing the Discussion

  1. 7 Sexy and Creative PR Ideas | Sword and the Script linked to this post on May 16, 2013

    […] 4. Twitter Chatter.  Big brand with large followings are lightening rods for hackers, mistakes and other mishaps.  Earlier this year both Burger King and Jeeps Twitter handles were hacked. Those stories, just months ago, may well seem long forgotten given the velocity and plethora of news in social media, but it was quite the buzz for a week or so.  The creative part is when the dust had settled, both brands recovered with grace.  @BurgerKing tweeted @Jeep “Glad everything is back to normal.”  Whoever was managing the Jeep handle didn’t miss a beat and responded, “Thanks BK.  Let us know if you want to grab a burger and swap stories – we’ll drive.”  MediaCupla has screenshots in a post titled, Burger King and Jeep turn Twitter hacking into PR opportunity. […]

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