In a bizarre move, Audrey Plaza ran on stage during the MTV movie awards and silently tried to take Will Ferrell's award during his speech. To his credit, Will Ferrell handled the situation in stride, but it did get Audrey booted from the show. Maybe it was stunt to promote her new movie (written on her chest)?
It started with the top image. An artist called Blue posted a drawing of a Black Widow and Hawkeye cover with the poses swapped. Blue then issued a challenge to other artists: replace the female characters in other comics with Hawkeye. These are just a few examples of what happened next.