McDonald’s show how a social media promotion campaign can go wrong
View PDF | Print View
by: Chris Hamilton
Total views: 19
Word Count: 281
In an illustration of how a social media advertising can go wrong, McDonalds had to not too long ago pull a Twitter (where your account may be handled by Tweet Adder ) ad campaign because of the negative responses they got from Twitter users.
After Twitter not too long ago overhauled their web site so it's geared far more towards marketing, McDonald’s bought two “promoted Tweets” using the hashtag “McDStories,” inspiring Twitter users to speak about their excellent stories surrounding the fast food chain.
The hashtag was however hijacked by individuals who had been less than satisfied with the services of McDonalds. Some talked about the animal rights problems surrounding the chain whilst others even talked about food poisoning they'd received after browsing 1 of McDonalds’ fast food outlets. Following the negative publicity from this type of marketing campaign on such a well-known website like Twitter (where your account can be managed by Tweet Adder), McDonald’s opted to pull the marketing campaign. Social Media Advertising Manager at McDonalds Rick Wion told the Financial Times:
“With all social media campaigns, we include contingency plans should the conversation not go as planned. As Twitter continues to evolve its platform and engagement opportunities, we’re learning from our experiences.”
Prior to the problem getting much worse, McDonalds were able to reduce their losses pretty quickly and after getting more than 1000 tweets using the hashtag, after the advertisement was pulled, it had been lowered to just dozens, allowing McDonalds steer clear of a PR issue. Twitter (where Tweet Adder may be employed) is still in its beginnings for promoting and we will have to wait and see how businesses deal with the site as promotions progress on the platform.
About the Author
Source: McDonald’s show how a social media marketing campaign can backfire. Get a great deal on Tweet Adder at IM Cash Saver.
Rating: Not yet rated