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McDonald's Twitter Campaign Backfired

People shared the wrong kind of stories.
mcdonalds

McDonald's launched a Twitter campaign this month aimed at drawing attention to the company's guarantee of fresh produce. The hashtag used to bring awareness to Supplier Stories was#meetthefarmers. But the campaign didn't go as planned.

McDonalds tweeted and used a vague hashtag: "When u make something w/ pride, people can taste it," McD potato supplier #McDstories. People used that and began trashing the burger company. A couple of the tweets noted by The Daily Mail:


Here was a statement made by the Social Media Director, Rick Wion:

Last Thursday, we planned to use two different hashtags during a promoted trend - #meetthefarmers and #mcdstories. 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. Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald's overall that day so the traction of #McDStories was a tiny percentage (2%) of that. 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. The good news is that the #meetthefarmers hashtag worked well and stayed put. It received lots of positivity.