The company launched the Twitter campaign offering to give MacBook Pros to users who tweeted #moonfruit last week. At one point it attracted 400 tweets a minute (nma.co.uk 3 July 2009).
The campaign put #moonfruit at the top of the trending topics list for many days, knocking other topics such as Michael Jackson and Iran further down the list.
Moonfruit marketing director Wendy Tan said Twitter had pulled the topic on Friday 3 July and it had not appeared since.
“We recognise the campaign sets a dangerous precedent and could have implications for how Twitter is used and abused by marketers,” she said.
“If Twitter had come to us and said enough is enough, then we would have worked with it to limit the campaign, or complied with whatever it was demanding. However, they’ve pulled the trending without explanation or communication, which sets rather a different tone,” Tan added.
Twitter was unavailable for comment.
This story first appeared on newmediaage.co.uk