An attempt to interact with its Twitter followers imploded this weekend for aerospace company and weapons manufacturer Lockheed Martin.
In a now-deleted tweet, Lockheed put out a call for “an amazing photo of one of our products” Wednesday morning to be featured on its World Photo Day celebration Sunday.
But perhaps the timing could have been better.
On Saturday, CNN learned that the 500-pound laser-guided MK 82 bomb that killed 40 children in Yemen earlier this month was produced by Lockheed Martin. The company has a major presence on the Space Coast and is also a leading U.S. defense contractor.
So instead of the images Lockheed was anticipating, its Twitter became inundated with photos of a piece of shrapnel from the bomb — reportedly one of its products. The numbers on the shrapnel helped identify Lockheed as the manufacturer, CNN said.
Users also posted photos of blue, bloodied UNICEF book bags belonging to the children killed and injured in the explosion. According to CNN, the bomb that struck the bus full of schoolchildren on field trip on Aug. 9 was sold in a U.S. State Department-sanctioned arms deal with a Saudi-led coalition, CNN reported. In total, 51 people were killed.
Pentagon spokeswoman, Lt. Cmdr. Rebecca Rebarich, declined to confirm the origin of the bomb, according to CNN. The network identified the maker of the bomb with the help of munitions experts and Yemeni journalists.
After the backlash, Lockheed deleted the tweet.
Twitter user @JasonWaWa retweeted an image of the backpacks Sunday with the comment: “They must be very proud of the product placement.”
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