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30. Inside the PBR "Eating Ass" Tweetstorm, with Adweek Editor David Griner and Kyle Brown
On January 3, Pabst Blue Ribbon lit the internet on fire with one obscene tweet:
“Not drinking this January? Try eating ass.”
The uproar was swift and loud. And PBR deleted the tweets and apologized publicly, even as some writers blamed a “rogue employee” for the tweets.
That was NOT the case. The offending Tweeter was actually an established social media manager by the name of Corey Smale, a creative enigma whose free-wheeling, hands-on approach had really resonated with the brand’s fans.
So what went wrong for PBR? What safeguards did they have in place? Who’s REALLY to blame for the…
The skinny
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