Or should we say, when social media attacks. As of an hour ago @BurgerKing was hacked by a group of renegade hijackers who redecorated the site with McDonald's branding and imagery.
The tweets going out are not necessarily promoting McDonald's, more so they feature the group of hackers beating their chests at their ability to crack the code and wreak havoc to the World of Whoppers on a day when, most likely, their social media team is out of the office.
As one tweeter said "If you're going to plan a social media hack, be sure to do it on a national holiday." Mission accomplished.