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Kmart's Connecticut-Shooting Twitter Fail

A shopper stands outside a Kmart store in the Bronx, New York
A shopper stands outside a Kmart store in the Bronx, New YorkPhotograph by Jin Lee/Bloomberg

Twenty-six people, many of them children, were killed on Friday after a gunman walked into Sandy Hook Elementary School in Newtown, Conn., and opened fire on a classroom with a high-powered rifle. Bloomberg News reports that this is the deadliest school shooting since the Virginia Tech massacre in 2007.

Around noon East Coast time, when the shooting began to filter onto news networks and social media, Kmart was in the middle of a ‘Twitter party’ to promote the company’s Fab! 15 Toys campaign. The official Kmart Twitter account sent out this message: