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Ditchit, a new online marketplace, has drawn attention with a promotional stunt involving the destruction of the original Twitter sign once mounted atop the social media company’s San Francisco headquarters.
The 560-pound “Larry” bird logo, once a symbol of Twitter’s brand identity, was acquired earlier this year by Ditchit for US$34,000. The sign was then taken to the Nevada desert, where it was destroyed in a filmed explosion involving four Tesla Cybertrucks, a 15-person production crew and a pyrotechnics consultant with Hollywood credentials.
“Statement Against Big Tech”
The move was pitched by the company as more than a publicity stunt. James Deluca, spokesperson for Ditchit, framed the event as a rejection of what he described as a commercialised and impersonal marketplace ecosystem.
“Elon Musk rebranded Twitter to X in support of free expression. We’re doing the same for local marketplaces,” Deluca said. “Today’s platforms are overrun with ads, fees and algorithms that favour businesses over people. Ditchit is different—free to use, ad-free and built to empower real communities and real sellers.”
Auctioning The Remains
Following the destruction, pieces of the sign were salvaged and will be auctioned via sealed bids through the Ditchit app. All proceeds from the auction will go to the Center for American Entrepreneurship, a non-profit that advocates for small business policy and innovation support in the US.
Deluca said the auction was intended to connect the symbolic act with a tangible benefit for the startup community.
“Many entrepreneurs get their start on local marketplace apps,” he said. “We’re committed to supporting that journey—not just with our platform, but through meaningful action.”
Platform With A Different Business Model
Ditchit was founded in 2024 and positions itself as an alternative to platforms such as OfferUp, Gumtree and Facebook Marketplace. The app is available on iOS and Android and is marketed as completely free to use, with no ads or transactional fees.
The company’s approach is based on a community-first model, designed to remove commercial barriers and provide a more transparent experience for buyers and sellers.
By tying its brand identity to a high-profile symbolic event and channelling the proceeds to a non-profit, Ditchit is aiming to stand apart from its larger, more entrenched competitors. Whether that strategy translates into user adoption and long-term viability remains to be seen. More information is available at ditchit.com.
Last Updated on June 27, 2025 by Nick Ross
