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“Did I Do That?” 2nd Annual Social Media Awards: #4, Volvo

The loss of Malaysia Airlines flight 370 was one of the worst flight disasters in recent memory. Not because of how many lives were taken, or the way in which it was lost, but because it was just that – lost. We still don’t have the answers to explained what happened to the 239 people who were on board the airplane that day.

Shortly after the flight went missing, automaker Volvo learned entered itself into the realm of the absurd when they posted the following post to micro blogging service Sina Weibo – China’s version of Twitter:

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“The rescue operation for the missing Malaysia Airlines MH370 plane is in full swing. Passenger safety is also a top priority at Volvo Cars, let’s pray together for the 239 lives that were on board of the plane. Bless them, and may a miracle occur.”

Wow.. Just WOW!

Hopefully this post was made by one terribly misguided soul, because the thought that more than one person actually approved this is all the more horrifying. This is PR 101, people: never use a tragedy to promote a product! It might not even be in the textbook – it’s so obvious and commonsensical that if you thought otherwise you should never, ever, try your hand at anything resembling public relations.

Volvo quickly blamed the faux paux on an international agency before issuing the following statement:

“Volvo Car Group would like to apologies for the offense caused by a recent online statement that mentioned the tragic disappearance of flight MH370,” it said. “That statement did not properly reflect the deep concern that all our employees feel as the search for the missing plane continues. Our thoughts are with the families of those involved.”

I think it’s safe to say that the agency responsible for this no longer has Volvo on their roster. Here’s to a more prosperous 2015!

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