You could end up on the list of bad twitter campaigns. This is what happened to NYPD when it did not consider it’s hashtag campaign #MYNYPD back firing on itself when it got flooded with photos of how NYPD mistreats its citizens. It doesn’t help that the top city officials ignore the public photos that have been posted. This campaign has brought on more citizens starting their own campaign in other cities. #MYLAPD
When planning any kind of social media campaign, especially on twitter you need to make sure that you plan for any bad consequences and confront them immediately otherwise it will show a negative image on their company.