Inside the real Eli Lilly, the fake sparked a panic, according to two people familiar with the matter who spoke on the condition of anonymity because they weren’t authorized to speak publicly. Company officials scrambled to contact Twitter representatives and demanded they kill the viral spoof, worried it could undermine their brand’s reputation or push false claims about people’s medicine. Twitter, its
staffing cut in half, didn’t react for hours.
The aftermath of that $8 spoof offers a potentially costly lesson for Musk, who has long treated Twitter as a playground for bawdy jokes and trolls but now must find a way to operate as a business following his $44 billion takeover.
By Friday morning, Eli Lilly executives had ordered a halt to all Twitter ad campaigns — a potentially serious blow, given that the $330 billion company controls the kind of massive advertising budget that Musk says the company needs to avoid bankruptcy. They also paused their Twitter publishing plan for all corporate accounts around the world.
