On its Twitter account, the celeb gossip site “Stupid Famous People” asked for retweets as a sign of love, or to “favorite” the tweet as a show of dislike. The “double down” was that if the “favorites” outnumbered the retweets, theTwitter account would be deleted. Bad idea.

You can probably guess what happened, except “Stupid Famous People” responded by deleting only the tweet instead of going Alec Baldwin on the entire Twitter account as promised:

https://twitter.com/zxynbae/status/371745833588641792

Marketing lessons are often learned the hard way on Twitter. Or could it have been an ingenious attention-getter?

Editor’s note: The title of this post has been amended to correct a grammatical error.