After the #McDStories fiasco last Wedensday, McDonald’s released another hashtag campaign on Twitter. Called the #littlethings, the fast food giant introduced the new campaign at 11:42 EST with the following tweet:
“No line at the bank, a large tax refund, & those extra fries at the bottom of the bag. What are some #LittleThings that bring you joy?”
So far, many followers used the hashtag properly. Responses include “a good cup of coffee in the morning” and “a child’s laugh.”This campaign is definitely better than last Wednesday’s #McDStories.
The #McDStories Fiasco
Last January 24, McDonald’s came under fire after it launched its #McDStories campaign on Twitter. Critics of the fast food giant hijacked the hashtag and used it to take the conversation in an off-color direction.
McDonald’s initial campaign was the #MeetTheFarmers, wherein they promote their suppliers of fresh ingredients. However, the campaign went humdrum at the middle of the day. That’s why they’ve posted a tweet with another hashtag campaign. Unfortunately, many users used the hashtag to criticize McDonald’s products and services. There’s even one who tweeted, “Fingernail in my BigMac Once #McDStories.”
The campaign really went off message last Wednesday, as its detractors documented their alleged horror stories at the fast food giant. That’s why McDonald’s Social Media Director Rick Wion stated the following:
“Within an hour, we saw that it wasn’t going as planned. It was negative enough that we set about a change of course.”
Good thing the campaign wasn’t a complete failure. In fact, McDonald’s #MeetTheFarmers has stayed put, continuously stimulating positive tweets.
Although the new McDonald’s campaign on Twitter is doing well so far, the fast food giant has another issue to face. DoubleTree by Hilton recently released a Tweet campaign with the same hashtag. However, the Hilton representatives are currently out of reach for comments.
Garnering almost 300,000 Twitter followers and 13.8 million Facebook fans, McDonald’s has been tentative with its social media strategy. Their online campaign started when they released a LivingSocial deal. They offered a booklet with five Big Mac and five large fries vouchers for only $13 each. They also ran ten mini-movies last December to promote their McBites.
Wion added that there will be more news on the social media front in the coming days: “We are actually launching a larger-scale social effort for a new menu item that includes, but go far beyond, Twitter soon.”