EA pulls ‘tone death’ Battlefield One #JustWWIThings hashtag
The latest iteration of EA’s Battlefield franchise has moved away from fictional future conflicts and tried to recreate the First World War, but its marketing on the back of the Great War has left many social media users disgusted.
The offending tweet
On Monday 31 October, the official Battlefield One Twitter account suggested social media users share their experiences with the game using #JustWWIThings.
The company was accused of making light of the conflict that caused an estimated 38 million deaths, with the hashtag, and on the back of immediate criticism deleted the original tweet.
The last few titles from the franchise have focused on fictional conflicts and scenarios, no doubt giving the marketing team a lot more space to play around with, however, upon the return to the Great War, it has been accused of disrespecting the fallen.
Below are just some of the critical tweets sent to the company.
The campaign was quickly deleted but not before receiving some skewering feedback criticizing its tone.
#justWWIthings pic.twitter.com/ZDq8w2PzbN
— Spoopy Spoopins (@weefz) October 31, 2016
@Battlefield Your callous, repulsive, tone-deaf marketing campaign is actively costing you sales and hurting your brand. #justWWIthings
— Adam Angyalosi (@BeachPrivilege) October 31, 2016
Friendly reminder that how a game is marketed speaks volumes about how that company views you. #justWWIthings
— Travis S. Pumpkins (@TravisHymas) October 31, 2016
#justWWIthings 17 million dead was a thing https://t.co/pxyzqHXHEN
— Ghoulcher (@goulcher) October 31, 2016
Nothing says "respectful" like turning it into a fucking hashtag #JustWWIThings
— Anime Dad (@ZoomyRamen) October 31, 2016
In a well lit room, 10 social media experts gather around a whiteboard. Smiling. High fiving. Written on the whiteboard:#justWWIthings
— Mike Bithell (@mikeBithell) October 31, 2016
38 million casualties, 17m deaths - 7m of which were civilians. One of the deadliest conflicts in history #JustWWIthings https://t.co/keEku9HEyt
— Mr Tomb FTW (@MrTom) October 31, 2016
It's no surprise to me that the same marketing team who compared the player count of a beta to actual deaths came up with #justWWIthings
— Stan (@StanClaas) October 31, 2016
When your hashtag is part of a cunning plan from your new head of social media #JustWWIthings pic.twitter.com/1kqXp7eLmQ
— Mr Tomb FTW (@MrTom) October 31, 2016
I love the smell of a horribly misfired marketing intern tweet in the morning #justWWIthings
— Arco Gnocchi (@arcinho) October 31, 2016
How the hot shit was #justWWIthings ever dreamt up?
— Danny Webb (@DWslider) October 31, 2016
"I've a great idea for a hashtag...wibble" #justWWIthings pic.twitter.com/tTTw8gtgXw
— Dr Plankenstein (@Plankton1975) October 31, 2016