ColdplayGate meme fodder isn't an opportunity for a marketing campaign

When a family crisis becomes a trending hashtag, it marks an ethical line brands shouldn't cross.

- Charlotte Ma

It was a personal disaster and a public relations catastrophe. The digital tsunami that engulfed the CEO of tech firm Astronomer and his HR chief after a "kiss cam" moment at a Coldplay concert is still going strong.

The moment that was broadcast to a stadium and then, within hours, to the world, became "ColdplayGate," a trending hashtag, a source of endless memes, and a brutal public spectacle.

But the fallout wasn't just limited to the two caught on camera. There were families—spouses and children—blindsided as well.

In the marketing and communications profession, these viral moments present a critical test. In the relentless race for relevance, presence and "share of voice," the temptation to "newsjack" a trending topic is immense. It promises clicks, reach and a fleeting taste of being part of the global conversation.

Many brands in the West couldn't resist quips and memes, tying their products to the drama almost immediately. European low-cost airline Ryanair, reposted the viral video with the caption, "Ryanair (handshake emoji) Coldplay, splitting up couples."

Similarly, fast-food chain Chipotle reportedly posted a now-deleted tweet playing on the theme of infidelity to promote a new menu item, using a billboard that read, "It's okay to cheat on your Chipotle order if it's with Chipotle Honey Chicken." Netflix got on the bandwagon too with its meme on X.