March 14, 2011

Social Media Agency Behind Chrysler's Twitter Crisis Sent Packing: Automaker Puts An End To Its Contract With New Media Strategies After Offensive Tweet Spreads Like Wildfire Across the Internet

In response to an expletive-filled Twitter post an agency employee sent earlier in the week, Chrysler Group put an end to its contractual relationship with New Media Strategies, an Arlington, Va.-based digital PR and social media agency, according to Automotive News. The staffer, who had access to the Chrysler brand's Twitter account, sent out the following tweet to approximately 8,000 followers: "I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f****** drive." Trying to make the best of an admittedly awkward situation, Chrysler issued the following statement: "NMS has agreed to support us with an orderly transition until a new agency has been named. We thank them for the work they have provided to us and wish them the best as they move forward," Automobile Magazine reports.

Some have expressed their feelings that Chrysler was overly heavy-handed in its response, but the company wanted to put the issue to rest quickly in order to maintain the positive momentum coming out of the Super Bowl with ads and PR featuring the "Imported from Detroit" tagline, Automobile mag reports.

According to a post on Chrysler's media site blog: "With so much goodwill built up over a very short time, we can't afford to backslide now and jeopardize this progress. We need to keep the momentum going — rebuilding a region and an industry, and not let anything slow us down. It's what we do," Chrysler's Ed Gartsen stated, reports Automobile writer Edward A. Sanchez.