It all started when Jamie Jones posted a letter on Twitter that he claimed came from car dealership website WeBuyAnyCar.com. In the letter, they ‘reached the conclusion that you sent your request to simply waste our time’. He had cheekily enquired about selling them his ‘Little Tikes’ children’s toy car.
It received over 28,000 retweets in a day and was widely shared across social media, being picked up by sites like the Mirror. However, the letter was exposed as fake, with the Twitter user that posted it doubling his followers in the fallout of the stunt. The sour tone of the fake letter posed a PR challenge to WeBuyAnyCar.com. They turned the criticism around with some humorous tongue-in-cheek responses.
They firmly reminded people that the letter was fake and quashed a rumour that they were calling the police to investigate the letter. Indeed, their tweets got an excellent reaction and were featured in the Metro.
This incident may help heal their relationship with the millions of people that have had to endure their advertising jingles, voted the most annoying of 2011 by readers of Marketing journal.