A proposal by a British government agency to let the Internet name a $287 million polar research ship probably seemed like a good idea at the time.
Now, the agency is the latest group to see what happens when web users are asked to unleash their creative energy: R.R.S. Boaty McBoatface is a clear front-runner.
People quickly disregarded the more dignified names suggested by the Natural Environment Research Council — Shackleton, Endeavour, Falcon. Instead the contest became the latest in the Internet's long, storied history to end up with social media users gleefully offering ridiculous names to government-funded projects.
The initiatives are often hilarious but don't often succeed. Remember when Slovak lawmakers overrode the public's vote in 2012 to rename a pedestrian bridge after the actor Chuck Norris? Or the debacle in Austin, Texas, a year earlier, when people unsuccessfully tried to name the city's waste management service after Limp Bizkit's frontman, Fred Durst?
Corporations have also tried the tactic, and the penalty for trying to play with the Internet tends to be meaner: Mountain Dew learned the hard way when 4chan took control of a vote to name a new flavor, and the joke was on Taylor Swift and VH1 when the Internet chose a school for the deaf as a concert location.
We have James Hand, a public relations professional and former BBC employee, to thank (blame?) for this latest episode. Hand became a bit of an overnight sensation when he submitted the name Boaty McBoatface after seeing reports of the competition last week. Then he watched his creation spin completely out of control.
"The storm that has been created has got legs of its own," Hand told the BBC on Monday, and added that he had submitted Boaty McBoatface in another competition. (For what it's worth, Hand voted for the name R.R.S. David Attenborough.)
The research council would not comment on whether it would override the Internet's suggestion, but Alison Robinson, a spokeswoman, said in an email that the group was "delighted by the enthusiasm and creativity" of people vying for names like Boaty McBoatface. The ship is scheduled to set sail in 2019.
"We've had thousands of suggestions made on the website since we officially launched; many of them reflect the importance of the ship's scientific role by celebrating great British explorers and scientists," Robinson said. "We are pleased that people are embracing the idea in a spirit of fun."
Sure they are.
The poll closes April 16 — that is, if the Natural Environment Research Council can ever get the crashed polling website back online again.