Yesterday, McDonald's Corporation -- a major Olympics sponsor -- launched #CheersToSochi, a brand new social media campaign on Twitter to build excitement for the upcoming 2014 Winter Games in Sochi, Russia.
The goal of the #CheersToSochi campaign, according to a McDonald's press release, is for Olympics supporters to send good-luck wishes to athletes competing in the Games.
But over the past two days the campaign has backfired, as LGBT advocates targeting Olympics sponsors have hijacked the #CheersToSochi hashtag to draw attention to the persecution of LGBT people in Russia and condemn McDonald's for not speaking out against it.
It's kind of amazing to watch.
A sampling of the most popular #CheersToSochi tweets is after the jump. But don't just read them -- hop on Twitter and retweet them, favorite them, and add your own tweets under the #CheersToSochi hashtag. Speak out for Russian queers!