Coca-Cola's #MakeItHappy campaign fizzles after duped into tweeting Hitler's Mein Kampf

The Soda-pop powerhouse lacks one key ability, to discern genuine tweets from an internet troll's trickery.

February 8, 2015 10:26
1 minute read.
Coca-Cola bottle

A logo is seen on a Coca-Cola bottle . (photo credit: REUTERS)


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Coca-Cola scrapped its #MakeItHappy campaign after it was duped into tweeting excerpts from Adolph Hitler's infamous tract, "Mein Kampf", Gawker reported on Thursday.

The soda-pop powerhouse's new campaign was built around an algorithm that would turn any negative tweet that was tagged #MakeItHappy into a positive one. Yet the ASCII algorithm lacked one key ability so integral on social media, the ability to discern genuine negative tweets from an internet troll's trickery.

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The scandal began when a cheeky user tricked Coca-Cola into throwing their weight behind the slogan of America's infamous White Nationalist organization, whose mantra "We must secure the existence of our people and a future for White Children", was soon turned into a cutesie dog character.

"We turned the hate you found into something happy," Coca-Cola claims, and how right they are.

Gawker then decided to push the envelope on the viral ruse, attaching #MakeItHappy to the first four paragraphs of Hitler's vociferously hateful opus.

Some highlights from this experiment included:

"The tears of war will produce the daily bread for generations to come", which was embalmed in the shape of a happy banana.

"Bavarian blood but under the rule of an Austrian State, my parents were domiciled towards the end of the last century", was transformed into a sprite little cat.

And "territory of the REICH embraces all the Germans and finds itself unable to assure them a livelihood", shaped into another feline, this one sporting Ray-Bans and rocking out on a drum set.

Coca-Cola has since responded to Gawker's use of its campaign, saying that  "It's unfortunate that Gawker is trying to turn this campaign into something that it isn't."

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