High on The A.V. Club’s list of the worst things on the internet in 2017 was “brands on Twitter.” That list was written with at least some sense of hope that perhaps in 2018 the bad things would be less bad, and perhaps even replaced with good things. Recent experience, however, tells us that in this modern era things get worse, not better, especially when it comes to being online. It is with that in mind we regret to inform you that Spike TV is being funny on Twitter.
For those of you not already aware and sitting shiva for The Guys Choice Awards, Spike TV tomorrow will officially rebrand to Paramount Net, in hopes of landing an audience that perhaps includes the other 50% of the human population. (Don’t worry, there will still be Bar Rescue.) This is an inevitable and probably wise decision to move on from a dated-from-day-one identity, the aesthetic of which is “a subscription to FHM magazine that comes with a free pair of wrap-around shades.” If you think, however, that Spike TV’s official Twitter account is going to take this lying down, well, you don’t know Spike TV’s carefully constructed online and social media engagement brand identity. To wit: