Phil Jackson’s first-ever tweet was incoherent, unintelligible, incredibly newsworthy and oh yes, also a publicity stunt.
After joining Twitter on Wednesday, Jackson’s first-ever tweet, full of typos and errors, quickly made headlines. But according to Business Insider, the tweet was done purposefully to promote his upcoming book, Eleven Rings: The Soul of Success.
The all-time winningest coach in NBA history even has his avatar set as the cover of his book, which will be released May 21. The tweet was followed up with the release of an AOL commercial where he pretends to type the now infamous tweet, but can’t because he’s wearing all 11 championship rings.
Check out the marketing scheme below that had everyone excited to see what jumbled mess Jackson would tweet out next.