In Brief

British telecommunications network gives witty responses to Twitter comments.

UK mobile network provider Tesco Mobile unleashed an unconventional new social media strategy in recent months that engages with customers in a drastically different tone from traditional customer service replies. The campaign, conceived by digital agency Jam, uses the hashtag #nojoke in many of the hilarious and often sarcastically offensive tweets, and states that ‘There’s nothing funny about Tesco Mobile’ as a rebuttal to often being made fun of as a downmarket brand.

Many customers and followers may not get the strategic reasoning, but the messages are certainly garnering attention, with one of the earlier tweets, to Liyah Summers on June 30th, getting retweeted over 11,000 times:

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