DUBAI: UK snack brand Walkers Crisps was left red-faced Thursday after a Twitter-based PR campaign went awry.
The stunt was hijacked by online trolls after which England football hero Gary Lineker ended up posing with photos of serial killers and pedophiles.
The #WalkersWave campaign encouraged fans to tweet a selfie for the chance to win UEFA Champions League final tickets.
Those who sent in a selfie were automatically added into a video with Gary Lineker.
However, some users started sending in shots of serial killers and sex offenders, including Josef Fritzl, Harold Shipman, Jimmy Savile and Chris Benoit.
In a statement to Express.co.uk a Walkers spokesperson said: “We recognize people were offended by irresponsible and offensive posts by individuals, and we apologize.
“We are equally upset and have shut down all activity.”