McDonald’s Marketing Campaign Goes Vitriolic hatred on Twitter

The Big Mac has come under attack, after McDonalds became the subject of an outburst of vitriolic hatred on Twitter when critics hijacked a promotional hash-tag created by the fast-food giant.

Jumping on the social media bandwagon, McDonalds last week launched a campaign featuring paid-for tweets, which would appear at the top of search results.

Attack on the Big Mac: McDonalds has become the subject of an outburst of vitriolic hatred on Twitter after users hijacked a promotional hashtag created by the fast-food giant the global chain sent out two tweets with the more general hash-tag #McDStories.

Hijacked: The global chain sent out two tweets with the more general hash-tag #McDStories

An initial hashtag #MeetTheFarmers, meant to promote the coorporation’s guarantee of fresh produce, concentrated on wholesome stories about farmers.

McDonalds tweeted: 'Meet Dirk Giannini, McDonald’s lettuce supplier, as he shows u his life on the farm #MeetTheFarmers http://mcd.to/AyvF4M'

All was humdrum until 2pm last Wednesday when the global chain sent out two tweets with the more general hash-tag #McDStories.

Some marketing whizzkid proclaimed: 'When u make something w/pride, people can taste it,' - McD potato supplier #McDStories http://t.co/HaPM5G9F'

But within minutes the tweets began to go radically off message, as the hash-tag took on a life of its own.

Detractors seized on #McDStories as an opportunity to document their horror stories at the Golden Arches.
Swinging off-message: Detractors seized on #McDStories to document their horror stories at the Golden Arches

Swinging off-message: Detractors seized on #McDStories to document their horror stories at the Golden Arches

@jfsmith23 wrote: 'Watching a classmate projectile vomit his food all over the restaurant during a 6th grade trip. #McDStories'

One of the worst was @MuzzaFuzza who wrote 'I haven’t been to McDonalds in years, because I’d rather eat my own diarrhea.'

Followers chimed in including @nelo_taylor who wrote: 'These #McDStories never get old, kinda like a box of McDonald's 10 piece'

Social media director Rick Wion told paidcontent.org: ‘Within an hour, we saw that it wasn’t going as planned,’ said Wion. ‘It was negative enough that we set about a change of course.’

However the campaign wasn't a complete failure-The #meetthefarmers hashtag, which escaped the battering, stimulating mostly positive tweets, has stayed put.


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