It's in the Delivery

In attempting to ride social-media trends, companies can easily fall flat on their faces. DiGiorno, a frozen-pizza maker, noticed that a number of people were using the hashtag “#WhyIStayed” on Twitter and sent out a jocular tweet that they had stayed for the pizza. It turned out that the comment thread was about domestic violence and why women remained in abusive relationships.

"Marketing in the digital age: A brand new game," The Economist, Volume 416 Number 8953, August 29th-September 4th 2015, 52, Accessed on September 3, 2015, http://www.economist.com/news/business/21662543-people-spend-more-time-social-media-advertisers-are-following-them-brand-new-game