McDonald's Twitter campaign backfires with popular hashtag

Share this content:
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:

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above