Knowing ploy or social media fail? Penguin Books runs #YourMum Mother’s Day Twitter campaign
To celebrate Mother’s Day this Sunday, Penguin Books launched a dubious social media campaign asking users to tweet with the hashtag #YourMum.
Predictably, the scheme was hijacked by social media users who repurposed Penguin’s well intentioned buy-a-book-for Mother’s Day brand proposition with crass ‘Your Mama’ jokes – the staple insult of playgrounds throughout the world.
Attention Penguins! With #MothersDay fast approaching, we were wondering… what are you getting #YourMum?
— Penguin Books UK (@PenguinUKBooks) March 9, 2015
For the next hour (and every lunchtime this week), tweet us using #YourMum & we'll endeavour to provide gift (where gift = book) advice. Go!
— Penguin Books UK (@PenguinUKBooks) March 9, 2015
The hashtag, which somewhat clashed with the tone of Sunday’s top trending term ‘#InternationalWomensDay’, saw social media users spout filth about #YourMum. It took the publishing house some time to realise the error of its ways.
Thanks for pointing our #YourMum has an alternative meaning you guys! Now back to the books...
— Penguin Books UK (@PenguinUKBooks) March 9, 2015
But by then, it was too late...
Companies and their social media hashtags... #YourMum pic.twitter.com/Vzlofbr47u
— Nadine Ballantyne (@nadinebphoto) March 9, 2015
If #YourMum doesn't get kids reading, nothing will. (Know it's for MD). Anyway, classic. @PenguinUKBooks
— Josh Barrie (@JoshBythesea) March 9, 2015
I note that your Mum has been shopping at Ann Summers again #yourmum pic.twitter.com/QvUi1PFa1l
— The Poke (@ThePoke) March 9, 2015
Somewhere a social media marketing guru is already writing a thinkpiece on how #YourMum turned out to be the campaign of the year
— Martin Belam (@MartinBelam) March 9, 2015
The best thing about @PenguinUKBooks #YourMum campaign? They're doing it EVERY LUNCHTIME this week. Just like, you know, #YourMum
— rachelmillington (@rachmillington) March 9, 2015
Whoever came up with @PenguinUKBooks #YourMum hashtag definitely didn't go to my school, where it was the response to most insults
— Jess Brammar (@jessbrammar) March 9, 2015
Your mum' s vibrator batteries have arrived #yourmum pic.twitter.com/HllKVrF4Dt
— The Poke (@ThePoke) March 9, 2015
If a Scottish company hasn't used the hashtag #yermaw by close of play I'll be amazed. #YourMum pic.twitter.com/hRVO3UKagv
— Scott Reid (@scottreid1980) March 9, 2015
So @PenguinUKBooks is using the hashtag #YourMum every lunchtime to promote Mother's Day. What could possible go wrong with a Your Mum tag?
— Richard James (@richjamesuk) March 9, 2015
Credit to Tannen Brown for being on of the first firms to pitch in on the trend.
#YourMum has such a cold that my #ThemeTowel #TeaTowels would make a perfect hanky! #MothersDay #mothersdaygiftideas pic.twitter.com/T03QXcQVu6
— Tannen Brown (@TannenBrown) March 8, 2015
And finally, Waterstones complimented Penguin's nerves of steel for risking such a calamitous hashtag.
@PenguinUKBooks You're braver than we are, Penguin.
— Waterstones (@Waterstones) March 9, 2015
Ultimately, the hastag is trending in the UK and people are talking about books - so perhaps the campaign concluded as was intended...