Chipotle, the nationwide burrito chain, admitted to faking its own twitter hack as part of their recent marketing campaign to promote their 20th anniversary. 

Not cool. 

Sure, they got 4,000 twitter followers that day (as compared to their usual 250 new followers per day) and they were retweeted 12,000 times (compared to their usual 75 retweets) but at what cost? Their credibility?

Winning a battle, but losing the war, is never a smart strategy.