Monthly Archives: September 2013

McDStories turns into a McDistaster

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People either have a love or hate relationship with McDonalds. Although they possess many customers who are brand advocates, they also have many haters.

This became apparent in their twitter campaign, where they launched the hashtag #McDStories with promoted tweets, hoping that their brand advocates would write in, expressing their feel good stories about McDonalds.

This was a risky move for McDonalds. They have already taken a lot of heat from the myths about their quality of their food, and the Twitter campaign just escalated it. People began using the hashtag as a medium for their McDonald horror stories:

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The campaign was quickly pulled once they saw the responses. According to Rick Wion, McDonalds social media director, there were 72,788 mentions of McDonald’s overall that day so the traction of #McDStories was a tiny percentage (2%) of that. However, due to the nature of crowd sourced content, it never fully disappeared. The hashtag #McDStories still lives on twitter today.

Personally, I do not eat much at McDonalds. But when I do, I know what to expect – greasy, fattening, poor quality food. What do you expect when your whole meal comes out to less than $3.99? Yes, I believe that the idea behind the Twitter campaign was poorly chosen, and the McDonalds bashing to this extreme could have been easily avoided. But this does not drive me to choose another fast food, say Wendy’s or Burger King, over McDonalds instead. I believe if any fast food place were to launch a similar campaign, their results would be the same.

For the McDonalds lovers – Does seeing these tweets make you less likely to grab your next lunch at McDonalds?

Are your #McDStories heart filled or horror filled?

Thoughts?

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Would you Share a Coke?

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Coca-Cola has always been a leading company in evoking an emotional response from its customers, as we saw earlier this year from their Security Camera campaign.

In the UK, Coca-Cola is giving customers a chance to get a personal experience by printing people names on the Coke bottles. They chose 150 of the most popular names, and created bottles with the labels reading “Share a Coke with [Name]“. The purpose of the campaign is to encourage customers to connect with one another by seeking out and purchasing the names of their friends or family and “Share a Coke” with them. The campaign also had a Facebook application, where users could create and share a virtual Coke for their friends.

The results were huge. Within 3 months, Coca-Cola has seen its Facebook community grow by 3.5% and globally by 6.8%. The hashtag has also been used 29,000 times on Twitter.

In my opinion, I believe that the campaign is brilliant. It gives Coca-Cola a chance to get personal with their consumers and make them feel special. People will buy key chains, pencils, jewelry, and more products that are personalized with their name on it, so why not a Coke bottle too? Not only did they launch a campaign that would attract their core target market (ages 18-25), but it is attractive to people outside of that age group as well. It also connected the online world through user generated content to blow up on social media.

Would you be more inclined to buy a Coke if it was personalized with your name / friends name on it?
How about the people who’s names were excluded? Would they react negatively to the campaign?

Thoughts?

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