Oops: McDonald's tried to launch a Twitter hashtag campaign last week to get people to share some touchy-feely nostalgic stories about the fast food chain, and it kind of blew up in their faces. The company only promoted the hashtag #McDStories for two hours, during which Twitter users told stories of finding gross things in their food, unclean restaurants, and bad experiences working for the chain. (And they're still at it. Twitter will not be controlled! Or something.) Another McDonald's hashtag campaign, #meetthefarmers, had better results for the company and was not pulled.
McDonald's social media director Rick Wion says of the incident, "We're learning from our experiences." Don't sweat it: McDonald's has room to make a few mistakes. The company just announced that profits rose 11% in the fourth quarter of 2011, which is a whole lot of money. They can handle a Twitter faux pas or two.
The video below is what McDonald's originally had in mind for this whole #McDStories thing:
Video: McDonald's Potato Supplier, Frank Martinez: "Dream Come True"
· McDonald's #McDStories Twitter Marketing Effort Goes Awry [Chicago Tribune]
· McDonald's Profit Climbs 11% in 4Q [Chicago Tribune]
· All McDonald's Coverage on Eater [-E-]