There’s no such thing as bad publicity… or at least, that’s how the saying goes. How successfully it withstands examination is another matter, but that hasn’t stopped companies from deploying questionable advertising campaigns for the sake of short-term profits. Forgetting Sarah Marshall's disturbing billboards that saw dozens of real Sarah Marshalls receiving an influx of unwanted attention. Perhaps the wildest example comes via the restaurant chain Burger King whose German branch once launched a sales campaign based around spoilers for the then-upcoming Star Wars: The Rise of Skywalker. It didn’t take long before these leaks flooded the internet, briefly making the fast-food joint Public Enemy No. 1 to both the Star Wars fanbase and the exceedingly powerful Disney Corporation. It was a strategy fraught with risk, but given how much it raised the company’s profile, it was arguably a complete victory.
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