What happens when a Twitter campaign completely backfires? McDonald’s found out the hard way on Wednesday, January 18, when it purchased two Promoted Trends, #MeetTheFarmers and #McDStories. The first didn’t really make a splash, but #McDStories “went viral” — just not as the company hoped. Twitter had a field day with it, crapping all over the fast-food chain. See for yourself:
Here’s an emailed statement to Business Insider from McDonald’s social media director Rick Wion:
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.
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.
I suppose any publicity is good publicity. Tough love, McDonald’s: You can’t make people like you just because you speak their language. Clearly they’re not lovin’ it.