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Objective: With the growing popularity of social media, corporate marketers are increasingly launching hashtag campaigns to encourage consumers to create branded user-generated content on their behalves. If successful, these campaigns may expand the reach of harmful marketing messages and capitalize on peer-effects among adolescents. To shed light on these novel corporate campaigns, we performed a case study of the user-generated Instagram content created in response to a hashtag campaign promoting the quick-service restaurant Kentucky Fried Chicken (KFC)., Methods: We performed a content analysis of one week's worth of user-generated Instagram posts created with the hashtag #HowDoYouKFC between 24 April 2015-1 May 2015. Posts were coded to discern: (a) relevance to KFC as a brand and/or food; (b) themes in the post, (c) the content of images/videos, and (d) overall sentiment toward KFC. Posts that were deleted or made private during the study period were removed. Descriptive statistics were calculated to discern trends in post content., Results: Instagram users created 196 posts with #HowDoYouKFC during the study period. After removing irrelevant and deleted/private posts, analysis of the 128 remaining user-generated posts revealed that 45% of posts were explicitly positive toward KFC and 39% lacked a specific stance or emotion related to KFC. Of the posts, 55% depicted KFC chicken and 65% included depictions of the brand hashtag on food packaging., Conclusions: Findings indicate that corporations are successfully converting individual social media users into positive advertisers for harmful products. Novel efforts are needed to counter corporate user-generated content campaigns., Competing Interests: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article