Good God. It's like the Ambien of Twitter hacks.
There's nothing left to believe in. Even our Twitter hacks are lies; bald-faced, dull-as-Season-2-of-The Newsroom lies! Chipotle has admitted that they faked a hack of their feed on Sunday as part of some new anniversary promotional thing, perhaps to promote their new Boring Random Sequence Of Words Burrito (Guac extra)!
Or entertaining. Or remotely interesting. This "hack" was about as attention-getting as a pop-up window announcing an Adobe update. Somehow this earned them 4000 new followers, so I guess it worked. 4000 people who enjoy reading innocuous butt-texts will now be able to receive the latest updates in the burrito news cycle.
The Twitter hack of a corporate brand is sacred. There's no more pure an act of gleeful vandalism than when anonymous Internet punks take over a giant brand and start slapping it with a bunch of dick pics (or claims that all their employees take percocet). This fake hacking shit is worse than just a sad attempt at a marketer trying to be edgy. It forces us to call into question all future hacks that we might otherwise have enjoyed. Did someone really hack into the Twix account and fill it with excerpts from Snooki's novel? Or are we being covertly shilled to?
If this becomes a trend it could backfire for the brands. If they start bombarding us with fake hacks that aren't "harmful or hateful or controversial," real hackers will be forced to up the harm, hate and contrversy in order to make clear to their audience that the hack was not the work of a marketer, and this is not a drill.
So, if the future means more disgusting and insidious corporate Twitter hacks, maybe Chipotle actually did a good thing here.
(By Bob Powers)