Like many great things throughout history (see: penicillin, Silly Putty), it was unintentional.

Last night, between the second and third periods of her team’s tilt with the Chicago Blackhawks, Elise Butler, head of the St. Louis Blues social media team, did what no head of any social media team should do: she posted before proofing.

Well that was something. #OurBlues roar bacon with three second-period goals to tie the game 5-5. #STLvsCHI

A photo posted by St. Louis Blues (@stlouisblues) on Nov 4, 2015 at 7:12pm PST

Notice the caption. But rather than deleting the post or, worse, leaving it and posting an apology for the autocorrect fail, the Blues did what Jennifer Lawrence did before them: they owned their mistake.

Is #RoarBacon a thing now? #Autocorrect pic.twitter.com/6BuasJ2Q9K — St. Louis Blues (@StLouisBlues) November 5, 2015

Within minutes, #RoarBacon was trending in St. Louis. At time of writing, the hashtag had been used on Twitter more than 4,000 times and counting.

Talk about turning a typo into a trending topic!

But perhaps more importantly than taking a social media gaffe and creating phenomenal brand exposure, the Blues seem to have taken a stand on bacon’s behalf when the cured meat was at its lowest.

Thanks to #RoarBacon, it looks like things for the Blues, for bacon, and maybe even for Kevin Bacon, are looking up.

Marcus Kaulback

Marcus is a content creator and marketer with a focus on branding and communications.