For its part, the franchise account sought to provide an explanation in the following tweet, where they respond to a user about their creative process for this Twitter campaign. While the company reaffirms its focus on raising awareness about female representation in the culinary profession, this is not enough to turn around the controversy created.
The controversy even generated responses from rival brands, such as KFC Gaming, alluding to the fact that Burger King should delete the tweet. The response from the Community of the burger franchise was that "they are generating attention to the lack of female representation " in the culinary industry.
While it is true that this extreme strategy has generated a lot of interaction on social media about the campaign, not all of this attention has been focused on that. As they explain in the following greece business email database tweet, since most of the interactions are taking place in that first and easily misinterpreted sentence, without getting to the bottom of Burger King's campaign. In that sense, the tweet has been devastating for the supposed primary objective of the campaign, explaining the HER initiative.
Given these points of view, the campaign did indeed generate the expected response, but the cost to the company remains to be seen. It may be easily forgotten, as is often the case on social media, but the tweet will remain on the platform as long as it is not removed. And with this permanence, the possibility of someone seeing it again, and misinterpreting it, will remain.
Social media has become a very effective tool for advertising and connecting with the public. However, in cases like this, it ends up becoming a double-edged sword.