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.