Twitter has often led the day’s business news since Elon Musk bought it for $44 billion at the end of October. Some of 2022’s most-read stories about the platform come after that purchase, but BTS and Adidas featured in well-read pieces that serve as reminders of a Twitter from a different lifetime.
A video of K-pop supergroup BTS getting down on Chipotle went viral in January. One member, Jungkook, pronounced the brand “Chicolte,” prompting it to change its Twitter handle to reflect the mispronunciation.
Adidas posted pictures of 25 different pairs of bare breasts in February to promote its new sports bra collection. Some users criticized the tweet, calling it “soft porn” that children could easily access. The German clothing company defended its tweet and refused to remove it.
Twitter laid off thousands of employees not long after Elon Musk purchased the company. The New York Times reported that Twitter’s communications department “was almost entirely laid off.” PRWeek rounded up social media statements from former Twitter comms employees saying their farewells.
After mass layoffs and changes to Twitter’s verification system post-Musk, brands paused advertising on the platform due to uncertainty about its direction. PRWeek identified some of the first brands to pause Twitter ad spend.
Chipotle partnered with stan account US BTS Army to give away free food after BTS member Jungkook mispronounced the brand’s name as “Chicotle” in a viral video.