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:
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?
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