Marmite was quick off the mark to react to Madonna's dramatic fall on stage at the BRIT music awards in London last night, with this tweet showing a broken jar on the floor and the caption "I know how she feels."
The star, who fell backwards down some steps on stage after another dancer appeared to step on her cape, generated a huge storm on Twitter, with many tweeting this clip from "The Incredibles," featuring the infamous words "No capes!"
Train times provider National Rail Enquiries got in on the act, tweeting "To the dancer who pulled #Madonna from the stage...check your train times."
Others to poke fun at Madonna included Innocent Drinks and Virgin Media.
However, the star may have had the last laugh, with her Twitter and Instagram followers increasing massively overnight.