McDonald’s Egypt pulled off a staggeringly successful viral campaign by tricking people into making fun of them, according to Think Marketing. The premise is as follows: Put a donation box for education and literacy by cashiers with an “accidental” spelling mistake on it. Would satire-loving Egyptians be able to ignore the irony? McDonald’s thought they wouldn’t, and they were right: Mns of views for the reveal, tens of thousands of shares and posts by influential accounts. The con job plays on humor but delivers a powerful message (watch, runtime 2:18)

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