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Phil Jackson's Brilliantly Incoherent First Tweet Was A PR Stunt

Tony ManfredMar 29, 2013, 00:33 IST

AOLPhil Jackson joined Twitter yesterday, and his first tweet was this:

Everyone loved it because they thought the old-school basketball coach was just having trouble with computers, and didn't care enough about how he is perceived to fix the misspelling.

But it turns out the tweet was part of an ad campaign to promote the account, which is itself a promotional tool for his upcoming book, "Eleven Rings."

The joke is that he couldn't type "11 rings" because he was wearing all 11 of his NBA championship rings.

The account's avatar is the cover of the book, and the publisher is linked to in the Twitter bio.

Today Phil tweeted this commercial where he pretends to write the tweet (via AOL):