How did Gawker, the sarcastic gossip blog, turn a well-intentioned corporate social media campaign into a promotion of sorts for Adolf Hitler? The fiasco started during the Super Bowl last weekend, when Coca-Cola announced its "Make It Happy" social media campaign. Coke asked people to tag negative or hateful tweets with the hashtag #MakeItHappy; those tweets were then fed into an encoding system that converted the text into cute images.