Parklife Festival organisers have issued an apology to ticket holders for causing 'unnecessary personal distress' after sending a text message claiming to be from 'mum'.
BBC News reports on one individual in particular who left upset by the message whose mum had died, who was left distressed by a message sent by the festival which read: "Some of the Parklife after parties have already sold out. If your going, make sure your home for breakfast," saying it was from 'mum'.
"I just saw Mum and I started crying. Even though it was only two seconds of sheer panic it was horrible because you just do think, 'Oh my god. Is she still alive?" she said, in an interview with the BBC. "I wrote an email to Parklife expressing how angry I was and took a picture of it and put it on Twitter. Since then people haven't stopped saying they feel the same and Parklife can't get away with this."
Parklife organisers have now issued an apology for the stunt, saying they are sorry for their 'irreverent way to engage with festival-goers'. See the message below.
No parklife it isn't my mum texting it's you.. and I will try make breakfast! pic.twitter.com/BcGxpjee4x— ChelseaBuckley_ (@ChelseaBuckley2) May 13, 2014
Parklife takes place on 7-8 June 2014, and will be headlined by Foals and Snoop Dogg. Tickets are on sale now. For more information, visit Gigwise Tickets.
Below: the beautiful people of Parklife, 2013