The Montreal Canadiens wanted to show appreciation to their fans for reaching 1 million Twitter followers, so they orchestrated a promotion in which they sent out hundreds of automated tweets from their official account Tuesday night with videos and personalized avatar jerseys tailored to fans' handles.
It went all wrong.
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Some of the handles that found their way onto Canadiens jerseys featured racial slurs, like "@deathton1g—." Others tweeted pre-recorded videos from players like Canadiens defenseman P.K. Subban thanking fans with the derogatory handles.