Toyota created a number of accounts, @CamryEffect, @CamryEffect1, @CamryEffect2, @CamryEffect3, @CamryEffect4, and @CamryEffect5 (maybe more, too). Twitter went so far as to cooperate by verifying the account, something that requires some "juice" to get done nowadays.
Those accounts would reply to Tweets about the Super Bowl, with messages about the "Camry Effect" promotion. While the accounts were verified, the sheer number of messages mean they could only be categorized as spam. Eventually, Twitter users reported them as spam, and while it took some time, eventually things happened.
The Twitter accounts involved in the spamming are now “private,” meaning you have to follow them to see their Tweets. In addition, the company sent out the following apology:
"We’ve certainly learned from this experience and have suspended the accounts effective immediately to avoid any additional issues.
"Kimberley Gardiner, National Digital Marketing & Social Media Manager, Toyota Motor Sales, U.S.A. Inc."
It's not the first Twitter FUBAR and it won't be the last. Just a short time ago, a McDonald's Twitter campaign failed. In that case, McDonald's created the hashtag #McDStories. Once it did so, the Twitterverse was assailed, not with positive stories about McDonald's, but rather with negative ones.
In that case, however, only the company suffered. End users were the ones slamming McDonald's. In this case, it was end users who were spammed by Toyota's ad campaign.
Hey, social media is still new, and companies are still learning. Let's hope they learn quickly.