2/ Background
@BurgerKingUK tweeted that "Women Belong in the kitchen". It's now deleted, but I have saved a screenshot. I am sharing it here.
@BurgerKingUK tweeted that "Women Belong in the kitchen". It's now deleted, but I have saved a screenshot. I am sharing it here.
3/ Background
This was only a part of the thread which stated that only 20% of the world's chefs were women and #bk had started a scholarship program for their female employees to pursue their dreams.
This was only a part of the thread which stated that only 20% of the world's chefs were women and #bk had started a scholarship program for their female employees to pursue their dreams.
4/ Analysis
Let's take the first tweet that was a misogynistic statement! Many were of the opinion that #BurgerKing must have included all of this in one tweet! But then, would the tweet have gone so viral if it would have been done that way?
Let's take the first tweet that was a misogynistic statement! Many were of the opinion that #BurgerKing must have included all of this in one tweet! But then, would the tweet have gone so viral if it would have been done that way?
5/ Analysis
Any addition to the original text would have made it obvious that it was click-bait and the effect would have watered down. It would have been one of the several announcements on the occasion of #InternationalWomensDay and that's that.
The point is Attention!
Any addition to the original text would have made it obvious that it was click-bait and the effect would have watered down. It would have been one of the several announcements on the occasion of #InternationalWomensDay and that's that.
The point is Attention!
6/ Analysis
Right from the beginning it was clear that the objective of the campaign was to gain attention. A user pointed out that there was nearly a two hour gap between the first tweet and the second one.
Right from the beginning it was clear that the objective of the campaign was to gain attention. A user pointed out that there was nearly a two hour gap between the first tweet and the second one.
https://twitter.com/NSouthsidempls/status/1368944321479737346
7/ Analysis
The above makes it clear that the whole point was leveraging on #cringe. Burger kind also defended their stance when users demanded them to delete the tweet. Though I don't have a screenshot of that, I have the exact words they used!
The above makes it clear that the whole point was leveraging on #cringe. Burger kind also defended their stance when users demanded them to delete the tweet. Though I don't have a screenshot of that, I have the exact words they used!
8/
"Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry, we thought you’d be on board with this as well? We've launched a scholarship to help give more of our female employees the chance to pursue a culinary career."
"Why would we delete a tweet that’s drawing attention to a huge lack of female representation in our industry, we thought you’d be on board with this as well? We've launched a scholarship to help give more of our female employees the chance to pursue a culinary career."
9/ Analysis
The key phrase we have to understand is "why would we delete a tweet that's drawing attention"? That is the whole point of the game! As I had been saying earlier. This is simply #attentionmerchadise!
The key phrase we have to understand is "why would we delete a tweet that's drawing attention"? That is the whole point of the game! As I had been saying earlier. This is simply #attentionmerchadise!
10/ Analysis
Many thought that this was absolutely a brilliant move. The Shock Value was really what mattered, or so they felt. This though process has merit, if we agree that Burger King's initial intention was gaining attention at whatever cost!
Many thought that this was absolutely a brilliant move. The Shock Value was really what mattered, or so they felt. This though process has merit, if we agree that Burger King's initial intention was gaining attention at whatever cost!
https://twitter.com/anigans_shan/status/1368927015961833473
11/ Meme Time
Of course as with any other trend, there were GIF responses and memes. Many thought that Burger King was self sabotaging their own image. Here is a meme from @dhawanz that shows the same!
Of course as with any other trend, there were GIF responses and memes. Many thought that Burger King was self sabotaging their own image. Here is a meme from @dhawanz that shows the same!
https://twitter.com/dhawanz/status/1368956991717052418
12/ Meme Time
Here's another one from @astraIKat that speaks volumes about what happened!
Here's another one from @astraIKat that speaks volumes about what happened!
https://twitter.com/astraIKat/status/1369139287099326464
13/ Further Reading
Here is an article from PR Daily that presents an initial perspective. I am sure this would draw more and more of attention in the week to come by
prdaily.com/burger-king-mi…
Here is an article from PR Daily that presents an initial perspective. I am sure this would draw more and more of attention in the week to come by
prdaily.com/burger-king-mi…
14/ Conclusion
We are going to talk about this through this week! We will see articles being written that would analyze this phenomenon from multiple perspectives. Whether this was successful PR or a blunder, we will all learn our lessons and move on!
We are going to talk about this through this week! We will see articles being written that would analyze this phenomenon from multiple perspectives. Whether this was successful PR or a blunder, we will all learn our lessons and move on!
15/ PS
Here's another article from USA Today that covers the same issue!
usatoday.com/story/money/20…
Here's another article from USA Today that covers the same issue!
usatoday.com/story/money/20…
16/ PS
Here's another article by Adweek giving more details about the same.
Here's another article by Adweek giving more details about the same.
https://twitter.com/Adweek/status/1369168010393620480?s=19
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