It went all wrong.
MORE: Canadiens’ best players of all time
Some of the handles that found their way onto Canadiens jerseys featured racial slurs, like “@deathton1g—.” Others tweeted pre-recorded videos from players like Canadiens defenseman P.K. Subban thanking fans with the derogatory handles.
The mishap resulted in a number of embarrassing tweets that remained live on the team account for the better part of an hour before being taken down. And it evoked memories of a similar promotion gone awry by the NFL’s Patriots in 2014.
MORE: Subban injures baby with errant puck toss
The Canadiens later issued an apology.
“Automated messages were sent from our account tonight resulting from a filtering issue in our campaign to thank our 1M Twitter followers,” the team said in a statement. “We apologize for the offensive messages and have fixed the issue so it won’t happen in the future.”
Maybe this will serve as a reminder that automated tweets are never a good idea.
