On 25 May 2017, the UK snacks company Walkers launched an interactive social media campaign on Twitter called Walkers Wave where they would ask users to tweet selfies with the hashtag #WalkersWave. Every submission had the chance to win tickets to the UEFA Champions League final in Wales.

Users would submit a selfie which would generate a personalised video alongside Gary Lineker, where he will be holding the submitted image, then say "Nice selfie". Afterwards, they would feature doing a Mexican wave. The video would automatically be tweeted in reply and captioned by Walkers.

However the images submitted were not monitored, and soon users began exploiting the campaign, most notably using images of notorious criminals and shamed celebrities such as Fred West, Rolf Harris and Jimmy Savile. Joseph Stalin also made an appearance.

A few hours after the campaign was launched, Walkers began taking down automated tweets and issued a public apology.

BBC News