Sometimes, we just don't understand people. As most of us not living under a rock have heard, as many as 71 people were shot, at least 12 of them fatally, during a midnight screening of The Dark Knight Rises in Aurora, Colorado last night. In fact, #Aurora was trending on Twitter because of the tragic shooting. But, that's not what e-commerce site Celeb Boutique thought. This is what they tweeted today at 1:35pm, EST, many hours after news outlets started reporting the story. Yes, apparently whoever manages their Twitter was ignorant enough to use the fact that Aurora was trending (without caring why) as a way to promote some dress inspired by Kim Kardashian.
As Gawker writes, "Charming!" Or in the words of @wesleycase: "@celebboutique WHAT IS WRONG WITH YOU GUYS" Seriously, if they are Twitter-savvy enough to figure out that "Aurora" was a trending topic, couldn't they have figured out pretty easily why?
Amazingly, the tweet stayed up for over an hour and was deleted shortly after Gawker wrote about it. They then tweeted the following multi-tweet apology:
We apologise for our misunderstanding about Aurora. - CB We didn't check what the trend was about hence the confusion, again we do apologise. We are incredibly sorry for our tweet about Aurora - Our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic - we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused this was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation. - CB
Celeb Boutique are UK-based, so perhaps it wasn't as big of a story over there yet, but is that really an excuse? As @GreenEyedLilo put it, "Nice try, assholes. If you can use Twitter, you can click a TT to see what it's about-even overseas!"
We also sort of feel bad for Kim Kardashian for being dragged into this, presuming she didn't know. Just a few minutes ago, she tweeted the following:
Just landed in Miami & heard the tragic news re the shooting in Aurora. This is so devastating& beyond words. Nothing is worth causing so much pain to so many people. I'm angry and heartbroken.
UPDATE: Celeb Boutique just released the following statement:
We at CelebBoutique are deeply and truly sorry from the bottom of our hearts for our tweet regarding the Aurora trend on Twitter. We were unaware of the horrific tragedy that occurred in Colorado and though there is no excuse for our mistake, we hope the families of the victims will accept our greatest sympathies and apologies along with the American public. Please be aware our social media is handled exclusively in the UK and our US PR efforts only caught wind after our team discovered the terrible mistake. Again, we cannot apologize enough for any offense we may have caused and hope everyone can forgive us for this terrible mistake.