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14th Dec 2015

UEFA’s automated tweets promoting Euro 2016 tickets caused a bit of a PR disaster

Oops

Paul Moore

Oops.

We’ve no doubt that football fans from all over Europe were glued to their laptops this morning as the ticket portal for Euro 2016 reopened.

Almost 50,000 Irish fans are expected to be vying for those golden tickets to Paris, Lille, Bordeaux and beyond (only the small matter of Belgium, Sweden and Italy to navigate there) as UEFA’s social media outlets have been busy promoting the biggest football event in 2016.

As is the way with most major events, some companies rely on an automated electronic system to handle communications via Twitter but things haven’t gone according to plan as spotted by AP journalist Rob Harris.

UEFA asked people to publicly show their support for their country in the tournament by using the hashtag #SupportYourTeam along with the hashtag of the country.

Some people saw the opportunity to set up some new accounts with juvenile Twitter handles knowing that the account would tweet it out regardless.

Poland1