- Warner Bros faced criticism over the weekend for promoting “Barbenheimer” memes on social media.
- The studio apologized after its Japan office expressed anger over memes featuring “Barbie” in flames.
- This incident highlights the extreme measures brands will take for viral social media content.
Warner Bros issued an apology to its Japan office on Tuesday for endorsing nuclear bomb memes in association with the “Barbenheimer” double feature.
In hindsight, it may seem obvious that referring cheerfully to the mass slaughter of 200,000 people is inappropriate. However, this incident exemplifies the risks brands take in pursuit of viral social media posts.
Large companies are learning that one of the secrets to success on social media is to venture into unconventional territory and hope it doesn’t harm their reputation.
Controversy for attention is not a new strategy in advertising, but the internet has reached a point where the desired reaction has shifted from “No they didn’t!” to “How on earth was this approved?”
Take, for example, KFC Portugal’s TikTok account that shares chaotic memes. One ad featuring a cat saying “Zinger” while transforming into a spinning GIF garnered 3.2 million views in two weeks.
Duolingo has garnered 156 million likes on TikTok by showcasing their green owl mascot’s obsession with singer Dua Lipa, dancing on Twitter’s demise, and discussing “stinky stinky poo poo.”
The antics of these brands drew criticism, especially from people in Japan, when they started celebrating weapons of mass destruction. It’s important to note that Warner Bros was not the one responsible for posting these memes.
The US headquarters of the studio expressed regret for their insensitive social media engagement and issued an apology.
The controversy arose from how the US Twitter account for the film “Barbie” responded to fan-made posters that depicted an enthusiastic Margot Robbie engulfed in flames.
Screenshot/Twitter
The @barbiethemovie account tweeted, with a kissing emoji and hearts, “It’s going to be a summer to remember.”
Another viral post depicted Robbie with a mushroom cloud as her hair, accompanied by the caption “This Ken is a stylist” and a winking emoji.
The tweets have since been deleted. Warner Bros Japan issued a separate statement expressing regret for the posts.
The hashtag #NoBarbenheimer started trending on Twitter over the weekend, leading to backlash against what was supposed to be the summer’s top film pairing.
Japanese Twitter accounts began sharing 9/11 memes in pink as a sign of their anger.
Warner Brothers has not yet responded to a comment request sent outside of regular business hours.
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