Screw the backlash. This is brilliant. With the advent of every new media comes the gold rush; the scramble for the advertising, comms and marketing industries to find a sweet spot in which commercial content can gain, or at least hijack an organic audience before the platform undergoes a Facebook style-hypercommercialisation. I’ve been a fan of Twitch since it launched and think it’s a hugely exciting world, but what Ogilvy and Burger King have done here is gamed the system, exploited a huge loophole and gained a lot of attention. The fact that it wound some people up will not hurt them – quite the opposite. Before our industries diluted it into anodyne meaninglessness, this is the kind of campaign for which the term ‘disruptive’ was coined.