Brands such as Wendy’s and MoonPie have enviable social media followings thanks to clever, irreverent tweets that engage with consumers in ways we’ve never seen before. As a result, other brands are attempting to copy the formula to … well, shall we say, mixed results. Case in point, on Sunday UPS Store — the go-to chain of business centers that can help with everything from shipping and mailbox services to printing and shredding — made an error in judgement with a tweet intended to be a joke.
“If your child addresses a letter to the North Pole you can leave it with us. We do shredding,” read the tweet.
While not exactly offensive, per se, the tweet wasn’t received very well online, and it didn’t help that a few users who complained were met with the same canned responses, below.
Sorry to hear that you are frustrated. We would be glad to help with your concerns. Please provide further details including any tracking numbers, your full address and phone number in a direct message. Then my team and I can provide you with the best assistance. – ^DC https://t.co/ujZPVLwRra
— The UPS Store (@TheUPSStore) December 17, 2018
Sorry to hear that you may be having an issue or frustration with us. We would be glad to help you with your concern. Could you please provide additional details including any tracking numbers, your full address, and phone number in a direct message? Thanks – ^DC https://t.co/ujZPVLwRra
— The UPS Store (@TheUPSStore) December 17, 2018
By Monday afternoon however, the tweet had fully gone viral, and eventually, UPS Store deleted it. But because nothing on the internet ever fully disappears, plenty of people were quick to grab screenshots so that the error in judgement would live on forever in infamy.
And as you can see from some of the responses below, a few people were downright brutal while mocking the tweet.
https://twitter.com/AliseNavidad/status/1074746981703143425
This pretty cold tweet from the UPS Store has since been deleted. pic.twitter.com/duXCw0hEFS
— Ryan Parker (@TheRyanParker) December 17, 2018
Hey UPS Store, you can’t shred this receipt. pic.twitter.com/f71SzvLMse
— Berrak – Follow BerrakBiz on Threads (@BerrakBiz) December 17, 2018
The UPS Store's new motto:
If you don't want to break children's hearts, we'll do it for you. pic.twitter.com/Uk8HjKdqwp— Patricia Treble (@PatriciaTreble) December 17, 2018
The UPS Store went dark pic.twitter.com/0CD0XVPcye
— Dusty (@DustinGiebel) December 17, 2018
That UPS Store tweet didn’t last long
— Dan Wolken (@DanWolken) December 17, 2018
RIP Social Media Manager of The UPS Store. You will be missed. pic.twitter.com/x08JuZjr2r
— Daniel Dudley (@DDisBORED) December 17, 2018
https://twitter.com/arb/status/1074754088384921600
A REAL scandal is the one sided joking, hour by hour, of “Santa’s not real” spin machine the UPS store. It is all nothing less than unfair elf bashing and shred commercials. Should be tested in courts, can’t be legal? Only defame & belittle! Collusion? pic.twitter.com/seVJXItKcZ
— Matt Galka (@MattGalka) December 17, 2018
UPS store posted this earlier and then deleted it. What a horrific idea shredding childrens’ letter to Santa. pic.twitter.com/FXfxORcPdj
— King Richard IV 🍕🏳️🌈❤️👑🐻 (@PeterGWM) December 17, 2018
Well, they tried, anyway.