Anyone in need of a lesson in how not to use Twitter or any Web 2.0 outlet to promote a product, here it is. Following the backlash of bad and sometimes venomous reviews of Duke Nukem Forever, the game that, in a sense, has been 14 years in the making, Duke's PR team responded with a knee-jerk Twitter post essentially threatening to blacklist reviewers who were overly critical of DNF from receiving future games.
"#AlwaysBetOnDuke too many went too far with their reviews...we r reviewing who gets games next time and who doesn't based on today's venom," @TheRednerGroup tweeted.
Arstechnica took particular exception to what some might have perceived as a threat, while going on to explain how catty the reviews industry can be. Veiled threat or not, most would agree that Duke's PR firm crossed the line, and The Redner Group acknowledged as much when it deleted the tweet and posted a couple of followup messages.
"I have to apologize to the community. I acted out of pure emotion. I will be sending each of you a private apology," @TheRednerGroup tweeted, followed by a pair of followup tweets exonerating publisher 2K. "I need to state for the record that 2K had nothing to do with this. I will be calling each of you tomorrow to apologize," reads one, followed by, "Again, I want everyone to know that I was acting on my own. 2K had nothing to do with this. I am so very sorry for what I said."
While Duke Nukem Forever has received some harsh criticism in the media, part of the problem might be that it's impossible to live up to more than 14 years of waiting and several years of hype. Maximum PC's sister magazine, PG Gamer, "check[ed] unrealistic expectations at the door" when reviewing DNF, which you can read here.