Singer Rita Ora’s deleted tweet shows how social media promotion can fail

This didn't go the way she'd planned.

 

Rob Price

Internet Culture

Published Oct 31, 2014   Updated May 30, 2021, 7:25 am CDT

Gather round, children: A celebrity has made a fool of herself on Twitter, and it’s time to revel in the schadenfreude. 

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On All Hallows’ Eve, Rita Ora has been left with egg on her face. Hoping to drum up some publicity, the singer promised to drop her new single on Monday, Nov. 3 if her tweet got 100,000 retweets. Alas, it didn’t go quite as well as she hoped.

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Well, this didn’t go well. http://t.co/wgz8ZUHFaj pic.twitter.com/1khM3Hi0HT

— The Telegraph (@Telegraph) October 31, 2014

After her tweet garnered just over 1,000 retweets—despite her having almost 4 million followers—Ora decided to pull the plug. She deleted the tweet, but the Internet never forgets.

I guess Rita Ora won’t be releasing her new song on Monday pic.twitter.com/MFcEuWEgrf

— clean defense squad (@growntogether) October 31, 2014

Rita ora got ahead of herself about 100 thousand retweets 😭😭😭

— Sha Sha ✨ (@SharonShanel) October 31, 2014

Rita Ora is so pathetic for that tweet uno, bless her.

— Patterning. (@ShawtySarz_) October 31, 2014

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The Telegraph reports that Ora subsequently retweeted a “sympathetic” tweet, reading “where her 3.9m followers at when you need them smh [shaking my head]”—before changing her mind and deleting that too. 

The entire episode is a perfect example of the fickle nature of Twitter: Rita Ora will be universally ridiculed for a day, before the Internet forgets all about her as another unfortunate celebrity makes a social media faux pas, acts kind of racist, or gets Donald Trumped.

Update 8:34am, Nov. 1: Ora is now saying her Twitter was hacked

H/T Telegraph | Photo via Fitore Gashi/Flickr (CC BY-SA 2.0)

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*First Published: Oct 31, 2014, 9:31 am CDT