McDonald’s Twitter Campaign Goes Horribly Wrong


A twitter campaign by McDonald’s backfired when people started sharing
the wrong kind of #McDStories (via @bored2tears).McDonald’s kicked things
off on Thursday with the hashtag #MeetTheFarmers, in a campaign meant to
draw attention to the brand’s guarantee of fresh produce.

Later in the day, however, the burger company used a dangerously vague
hashtag: “When u make something w/ pride, people can taste
it,” McD potato supplier #McDstoriesPeople took this hashtag
and started talking trash. The Daily Mail gathered some of the best:





UPDATE: Here’s an emailed statement from McDonald’s social media director
Rick Wion:Last Thursday, we planned to use two different hashtags during a
promoted trend – #meetthefarmers and #mcdstories.While #meetthefarmers
was used for the majority of the day and successful in raising awareness of the
Supplier Stories campaign, #mcdstories did not go as planned.

We quickly pulled #mcdstories and it was promoted for less than two hours.
Within an hour of pulling #McDStories the number of conversations about it
fell off from a peak of 1600 to a few dozen.

It is also important to keep those numbers in perspective. There were 72,788
mentions of McDonald’s overallthat day so the traction of #McDStories was a
tiny percentage (2%) of that.

With all social media campaigns, we include contingency plans should the
conversation not go as planned. The ability to change midstream helped this
small blip from becoming something larger.

About Ryan Swindall @Ryan_Swindall

Social Media Manager at Accellion View all posts by Ryan Swindall @Ryan_Swindall

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