"Liquid chicken nuggets bit.ly/qA6Tkp Who's hungry for @McDonalds?" That's a tweet released by the animal rights group PETA (People for the Ethical Treatment of Animals) directing anyone following the McDonald's #McDStories hashtag short-lived campaign that went live last week to learn more about the chain's ingredients, and just one of the many examples of how the Twitter marketing campaign backfired on the fast food giant.
Intended to get its customers sharing stories reflecting on their positive experiences at the restaurant chain, the #McDStories hashtag turned into more of a self-punching bag for McDonald's than a series of credible satisfied customer testimonials. Tweets like @skipsullivan's "One time I walked into McDonalds and I could smell Type 2 diabetes floating in the air and I threw up" and @StMizzousky's "The McRib contains the same chemical used to make yoga mats, mmmmm" are among the many stabs taken at McDonald's on Twitter after the chain launched the campaign, while McDonald's tried its own versions at self-promoting its own "McDStories" with tweets like "'When u make something w/pride, people can taste it,' - McD potato supplier" and "Meet some of the hard-working people dedicated to providing McDs with quality food every day" linking to a webpage with a list of the corporations and manufacturers in the McDonald's supply chain.
McDonald's pulled the #McDStories campaign within just two hours of launching it, stating that the effort “did not go as planned," presumably referring to the number of negative Tweets, which outweighed the positive.
From the Organic Authority Files
Keep in touch with Jill on Twitter @jillettinger
Image: Looking Glass