Brandjack opportunity for PRs terminated as #TubeStrike cancelled

While London commuters breathed a sigh of relief, social media specialists and PRs with clever ideas could have been forgiven for feeling slightly peeved at missing the opportunity for another round of brandjacking following yesterday's announcement that this week's London Underground strike was off.

During the previous tube strike at the start of this month a number of brands seized the opportunity to use the #TubeStrike hashtag to let customers know about special offers, or get out key messages using London Underground and transport themes.

However, big brands have so far kept quiet on the cancellation of the strike, which had been scheduled to start on Wednesday – something of a shame for those who had enjoyed the creative campaigns of last time around, and the agencies that had been working so hard on them.

With Twitter users generally happy about the strike's cancellation, many vowed to go for a celebratory drink, leading one boutique gin brand to offer its product to celebrants, and another cupcake maker to suggest its wares.

West London business park Enjoy Work said it delighted in being able to take its normal route to work.

However, the news filtered through more slowly to some; the Globe theatre was caught out when it advised its followers to plan ahead for disruption – hours after the announcement was made of the strike's cancellation.

On a more serious note, the union Unite used the hashtag #TubeStrike to put out its message about the Night Tube – the planned overnight operating of the London Underground that means changes to workers' conditions.

Finally, PRWeek also confesses to feeling a modicum of frustration at the whole affair – we'd been starting work on a story about how PR agencies were coping with the disruption and had got some good responses on Twitter. Thanks to Connect PR, which was quick to offer the solution of "be in Wolverhampton".

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