The Wildrose party unveiled their campaign on Monday – a full 87 candidates – but that's not the biggest thing that people are talking about in relation to the party.

Once the paintjob on the campaign bus was revealed, the placement of the Wildrose leader's face just above the tires prompted a flurry of activity online.

On Twitter, tweets such as "Girls Gone Wildrose" and "Breast Bus Ever" accompanied photos of the gaffe that spread across the country.

David Finch from Mount Royal University says it is positive as a viral campaign, but first impressions are crucial. "There are exponentially more people who know that Wildrose launched their bus today then normally would happen. Negative is that first impression that matters a lot. It's a little shocking that something like this would make it through the process."

The Wildrose says a few staffers did flag the photo before the bus was publically revealed but didn't think it would be a big deal.

"Someone suggested we send a picture of it to Leno and Letterman so we could get major international attention, in addition to national attention. I think it's unfortunate if it becomes a distracting issue for the campaign but I think it's beneficial bringing attention to the fact that as an opposition party in Alberta we've got a full campaign bus ready to go for the election," said Shannon Stubbs from the Wildrose Party.

Danielle Smith was among those who got a chuckle out of the fallout, tweeting "Glad to see everyone is so interested in our bus ;) Guess we'll have to make a couple of changes huh?"

The party says they are sending the bus back for a new paint job.

The party says it's not sure what the cost of the touchup will be, but needs to get the job done before the election is called which could only give them a couple of days.