( CNN ) -- It was supposed to be a unique way to engage with their fans via social media -- but for Germany 's most successful soccer club it turned into the ultimate public relations own goal . Bayern Munich , who can boast 22 German league titles and have four times been crowned champions of Europe , revealed they would be unveiling a `` spectacular '' new signing on Thursday -- a snippet of news to excite any fan . But when the announcement was made , on their official Facebook page , it turned out to be a new marketing tool that displayed users of the social networking site as the new signing . The gimmick immediately led to a backlash from angry supporters , who bombarded the club 's Facebook page with over 5,000 largely negative comments -- forcing Bayern into a hasty retreat , complete with an apology . According to one sports PR expert , Bayern 's concept was clever , but their execution undoubtedly missed the target . `` The idea of enticing people online is a nice one but the fundamental problem is you do n't do that so they end up feeling disappointed , '' Jason Madeley , founder of communications agency Hatch PR , told CNN . `` What Bayern have failed to understand is the passion football fans have for their team and their excitement about getting a new striker . `` They feel like they 've been taken for a fool and what you ca n't do with fans is take them for a fool , you need to respect them as integral to the club and that brand . They 've not thought it through very well . '' Within hours of their 'announcement ' Bayern had posted the following statement on their Facebook page : `` Sorry dear fans , as we see from your numerous comments , you are very upset about today 's action . `` It was not our intention to disappoint you with the new app . Rather , we wanted to provide you with this action and thus show how important each fan is for Bayern Munich . '' Most of Europe 's top clubs have a Twitter account and a Facebook page , and are slowly grappling with how best to utilize them to interact with fans and grow their brand . But though Bayern 's brainwave is novel and they can certainly claim to have got their message out to the masses -- it appears like they have snatched defeat from the jaws of victory . Madeley added : `` We all say you 've got to be part of the conversation ; with fans it is so important to have an equal understanding of their views so you 're part of that conversation . '' So what is the expert 's view on the best way for Bayern to extricate themselves from this public relations mess ? `` Go and sign a very good striker tomorrow ! ''
Germany 's most successful club Bayern Munich commit the ultimate public relations own goal . They have a new stadium, which is being built in Qatar and they are going to be playing there for at least 10 years. Their new 'app ' allows users of the social networking site to appear as a new club signing . Over 5,000 people complained and the club were forced into an apology .