McDonald's Twitter campaign backfires with popular hashtag

Share this article:
McDonald's Twitter campaign backfires with popular hashtag
McDonald's Twitter campaign backfires with popular hashtag

Our look at the most — and least engaging social media 

National brands should try to remember that social network campaigns take away their ability to control the message. McDonald's learned this lesson the hard way in early February with its Twitter campaign that emphasized and promoted the company's policy of buying fresh produce from farmers. Two hashtags were used: #MeetTheFarmers and #McDStories. As it turned out, the #McDStories hashtag became quite popular, with Twitter users employing the hashtag to tell stories of alleged food poisoning, heroin use, obesity and a “sensory experience of inhaling deeply from a freshly opened can of dog food.”

One user tweeted: “Eating a quarter pounder value meal makes me feel exactly the same as an hour of violent weeping.” How could McDonald's PR team even begin to craft a response to that? The campaign fails to satisfy, but it provides a valuable lesson for marketers looking to create that social buzz.

Check out more social media campaigns:

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.