It was back in July this year when EA posted a #justWWIthings tweet related to Battlefield 1, which showed a burning zeppelin with the caption: “Bask in the glow of a burning airship”. We all knew what happened next as they were forced to take it down after being scrutinized for their lack of sensitivity.
One might thought EA has learned their lesson but apparently not, considering the fact that the official Battlefield Twitter account used an identical hashtag to promote the game over the weekend. The developer was called out for their over glorification of the Great War in an effort to promote the newly released title. The controversial tweet in question contained an animated GIF featuring a soldier being burned to death by a flamethrower, with the caption: "When you're too hot for the club”. The move backfired (no pun intended) and it was captured by PC Gamer’s deputy editor before it was deleted:
Public opinion were mainly on the negative side of the spectrum as hordes of people voiced their frustration and disappointment on Twitter, causing EA to come out with a prompt response.
“We would like to apologize for any offense caused by content in the last 24 hours posted on the Battlefield Twitter account. It did not treat the World War I era with the respect and sensitivity that we have strived to maintain with the game and our communications,” said an EA spokesperson, as quoted by Gamespot.