It's no secret that the marketing department for Ghost in the Shell has been on the back foot when it comes to race relations. The movie has been plagued with criticism over the casting of Scarlett Johansson as Major Kusanagi, with complaints coming from far and wide that an iconic Japanese pop culture character has been whitewashed at the expense of more appropriate Asian actors who are in more need of exposure.
Apparently, someone at Paramount thought that a good way to counteract this negative press was to use viral marketing, allowing users to create memes that bear the Ghost in the Shell logo.
It's gone about as well as you can expect, and some of the results are frankly hilarious. Have a look through this gallery, and learn why sometimes, viral marketing isn't going to solve a movie's bigger publicity problems.