/// Real-Time Marketing Hits New Low, Starring Gogo and Justine Sacco

December 21, 2013  |  All Things Digital

Shutterstock/R. Gino Santa Maria When will brands learn? In a race to be crowned the next Oreo , it seems like every week another advertiser makes a really dumb decision on social media, by trying to latch on to the issue of the moment. Call it the drunk dialing of social marketing. The most recent offender is in-flight Internet provider Gogo. The company — or at least the person manning its Twitter account —  has decided that Justine Sacco’s terrible judgement is a fantastic marketing opportunity. Sacco, of course, is the IAC PR head who on Friday posted this message to Twitter — “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” — and then went silent, supposedly because she was on an international flight. Cue Internet frenzy, and then, a few hours later, Gogo’s classy response: Next time you plan to tweet something stupid before you take off, make sure you are getting on a @Gogo flight! CC: @JustineSacco — Gogo (@Gogo) December 21, 2013

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