SeaWorld's Twitter Campaign Backfires
SeaWorld's #AskSeaWorld campaign backfired when thousands of tweets questioned the company's treatment of the orcas at their parks
On the heels of their latest TV ad aiming to clean up their negative image and do away with negative publicity, SeaWorld has launched a Twitter campaign encouraging the public to ask questions about their animals and parks using the hashtag #AskSeaWorld.
Even though the topic was trending within hours, the campaign turned out to be a PR disaster for SeaWorld as hundreds of activists and concerned customers questioned the treatment of the animals held at SeaWorld.
Overwhelmed with the amount of critical tweets, SeaWorld's social media team first failed to answer legitimate questions regarding the welfare of the cetaceans held at the park before lashing out with a series of weird tweets saying the people behind those tweets were 'bots and bullies'.
The campaign comes just after a recent book release by the former SeaWorld orca trainer John Hargrove, who first spoke out against the entertainment park group in the 2013 documentary Blackfish.
The campaign echoes a similar social media campaign which backfired by fast food giant McDonalds askeing customers to share their #McDStories.
SeaWorld is currently facing possible legal action after a grandmother filed a lawsuit alleging the company to 'deliberately deceive' its customers about the welfare of the animals.