Mein Coke: How Gawker Tricked Coke Into Tweeting Text from ‘Mein Kampf’

Feb 6, 2015 at 11:32 am |
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The struggle is real.

After airing a Super Bowl commercial to address cyber bullying, Coca-Cola launched the #MakeItHappy campaign, which vowed to take negativity from the internet and instead turn it into something happy.

Leave it to computers to mess that up.

Coca-Cola’s plan was to have users tweet internet hate, which an algorithm would then turn into something positive. Basically, this meant that Coke would take the negative words and reshape them into word art, in varying likenesses of animals and other cute images.

How they ever thought this would be a good idea is beyond us. Even by transforming the hate into images, Coca-Cola would still be publishing the original hateful message. Realizing this great flaw, Gawker immediately decided to take advantage of the marketing campaign, regardless of its good intentions.

How did they go about it? Naturally, by sending in words and passages from Hitler’s Mein Kampf, which Coke then proceeded to tweet out in the shape of rainbows, palm trees, and pirate ships.

Once Coke got wise of Gawker’s clever (and admittedly very bizarre) plan, they pulled the #MakeItHappy campaign.

Did Gawker go out of its way to make a point? Or was Coke’s campaign stupid in the first place? And even more importantly, should we take this as a sign that robots are super racist?

Can you believe that Coca-Cola tweeted out quotes from Hitler to its 2.85 million followers? Find out why!