One February evening close to midnight, @RedCross posted a clearly accidental tweet: "Ryan found two more 4 bottle packs of Dogfish Head's Midas Touch beer.... when we drink we do it right #gettngslizzerd"
(Slizzered is, apparently, slang for drunk -- from the song "Like a G6." We had to look it up.)
@RedCross moved quickly to defuse the situation, tweeting out: "We've deleted the rogue tweet but rest assured the Red Cross is sober and we've confiscated the keys."
Impressed by the calm response, other tweeters -- especially @dogfishbeer's fans -- co-opted the #gettngslizzerd hashtag. Breweries and pubs in many of the 30 states that distribute Dogfish beer launched beer-for-blood offers.