Airbnb, a vacation rental online marketplace company, failed in a San Francisco advertisement campaign in 2015. The company suggested in the billboards how the city should spend the $12 million in hotel taxes that Airbnb pays each year. The backlash was immediate on social media. People think that the wrong tone was sarcastic and ignorant to the general public. Airbnb apologized for tone-deaf hotel tax advertisements and made content modifications.