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Fully intentional & guaranteed to go viral on twitter
The issue is that the explanation and context did not go viral on twitter. Most people who saw it think they fucked up. That doesn't fit the profile for manufactured scandal. Hence why I am not so sure that they intended the tweet to have the effect that it did.
Stonehedge-
I think the point is that the number of people who now associate BK with misogyny and will choose not to go there next time they need some fast food will be vastly outweighed by the number of people who will just see the furore and think "BK" next time they want/think of food.
In other words, I think you vastly underestimate the effect that any advertising (even bad advertising) has on the general population.
Greenbank
Fully intentional & guaranteed to go viral on twitter. Poor taste maybe but not an accident.