Social media is a tricky thing. An organization could think they’re doing a great campaign and have it go viral, but it goes viral in a super negative way that makes your group look silly. The Ole Miss football program learned the hard way after trying to appeal to Justin Bieber.
A couple of weeks ago, the Biebs proclaimed that he loves wearing sports jerseys and was willing to throw on any jersey that looks cool.
I support all sports I'll put ANY jersey from ANY pro team if I'm whack for wearing jerseys they give me out of love then I'm Whack
— Justin Bieber (@justinbieber) June 5, 2017
Leafs above all but other than that u give me ANY JERSEY THAT LOOKS COOL ILL THROW IT ON
— Justin Bieber (@justinbieber) June 5, 2017
I also don't know enough about sports to Really have valid opinion but I do enjoy sports!! And enjoy any high level sports game. Any team
— Justin Bieber (@justinbieber) June 5, 2017
That opened the door for teams to shamelessly promote themselves via the double-edged sword that is Justin Bieber. You get the exposure to Bieber’s massive fanbase, but you also have Justin Bieber as a fan. Classic catch-22 paradox. The social media team at Ole Miss were so thirsty for that Bieber social media reach that they announced on Twitter that they were sending JB a jersey. The football program’s official Twitter posted that they think their “Nike jersey looks cool” and sent Justin a jersey.
https://twitter.com/OleMissFB/status/875743057391570946
Despite the kind gesture of sending a free jersey, the internet took the opportunity to roast Ole Miss for associating with the pop star.
https://twitter.com/MattHalfhill/status/875809356826034176
https://twitter.com/hunteryork1128/status/875747649684635649
— James Lott (@JamesNLott) June 16, 2017
— Paul Sacca (@Paul_Sacca) June 18, 2017
— Mack Gordon (@MackGordon0) June 16, 2017
Is this one of our self imposed sanctions?
— Brandi Ratliff (@SouthrnGrlRebel) June 16, 2017
https://twitter.com/MSU1101/status/875755621756358659
This is the most embarrassing thing we've ever done.
— Wesley (@wesleywalls) June 16, 2017
Even the Florida Gators got involved in the smackdown.
— Florida Gators (@FloridaGators) June 16, 2017
[Complex]