How Burger King won International Women’s Day

Instead of fearing Twitter, Burger King leveraged it to massive effectiveness.

March 8th was International Women’s Day but the big talk of the day was an outrageous tweet by Burger King:

As expected, this centuries-old chauvinist cliché sparked a wave of controversy on Twitter that spilled to other channels throughout the day.

Emphasis on as expected.

As those following the story are now aware, Burger King followed this with an explanation, delivered in the form of replies to the original tweet. In those replies, Burger King clarified that only 20% of chefs are women and the brand was on a mission to change that disparity by giving their female employees an opportunity to pursue a culinary career through a scholarship program.

It turned out the attention-seeking sexist tweet was meant to shock in order to raise awareness for a good cause. Of course, no normal person would expect such outrageous behavior from a big brand speaking publicly, but this is Twitter and Burger King knows that people don’t act normal around here. They also know how Twitter…