All brands are human and therefore make mistakes. Forget to tick or untick something, and then the automation comes in and… Ooops, it’s sent.

HBOMax’s email team has mistakenly sent an email to their subscribers with the subject "Integration test email #1".

When subscribers noticed the strange email subject in their inbox, they quickly recognized that someone had mistakenly sent it. Did subscribers react with rage?

No, there was an outpour of love and humor taking over Twitter, recognizing that brands are human and mistakes happen.

In an episode very similar to a recent mistake at a major retail chain in Portugal, 2021 is fast becoming the year where we accept that the mix between automation and humanity can produce errors, and that is ok.

HBOMaxHelp @HBOMaxHelp

We mistakenly sent out an empty test email to a portion of our HBO Max mailing list this evening. We apologize for the inconvenience, and as the jokes pile in, yes, it was the intern. No, really. And we’re helping them through it. ❤️

2:21 AM ∙ Jun 18, 2021

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11,759Likes1,072Retweets

Warner Media’s CEO had something to joke about.

Jason Kilar @jasonkilar

Mare of Easttown ☑️ Friends Reunion ☑️ Integration Test Email #1 ☑️

3:11 AM ∙ Jun 18, 2021

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1,315Likes142Retweets

When almost 300 billion emails are sent per day, and 75% of marketers use automation tools, we have collectively agreed that sending the wrong email is not a problem. It happens.

Seinfeld Current Day @Seinfeld2000

"integration test email #1"

1:52 AM ∙ Jun 18, 2021

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936Likes74Retweets

Some technology leaders and influencers also joined the fun.

Mekka 💉💉🎉 *My Mask Protects You* Okereke @mekkaokereke

@HBOMaxHelp To the intern: Hi! 🙋🏿‍♂️ I'm an Engineering Director on Google Play. Our team's systems send the emails for the Play Store. 1. You'll be fine! As replies show, everyone breaks production! 2. Congratulations on helping your team find missing guardrail features and capabilities!👍🏿

4:33 AM ∙ Jun 18, 2021

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1,400Likes66Retweets

Peter Sterne🌹 @petersterne

Congrats to HBO Max on the successful integration test

1:05 AM ∙ Jun 18, 2021

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6,332Likes606Retweets

Jane Manchun Wong @wongmjane

i accidentally deleted the score database in the middle of my school’s sport day lol the integration emails were nothing in comparison 🙈

8:33 AM ∙ Jun 18, 2021

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127Likes3Retweets

Michael Pryor @michaelpryor

Hey HBO Max person, one time I checked in code that stopped collecting funds from our customers for a month. Don’t beat yourself up. We love you.

12:57 AM ∙ Jun 18, 2021

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1,176Likes84Retweets

Humans manage automation tools, and we all make mistakes.

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