#McDStories

#McDStories

Part of a series on Hashtag. [View Related Entries]

Updated Apr 20, 2014 at 06:27PM EDT by Brad.

Added Feb 01, 2012 at 03:24PM EST by amanda b..

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Overview

#McDStories was a promotional Twitter hashtag created by fast food chain restaurant McDonalds in mid-January 2012. McDonalds hoped that users would use the hashtag to share fond memories but consisted mostly of criticism and general negativity.

Background

The campaign began on January 18th when the official McDonald’s Twitter account[1] began using the hashtag #MeetTheFarmers, highlighting unique profiles[2] of three different farmers who supply the company with potatoes, lettuce, and beef. The hashtag #McDStories was then used to point people to the main Supplier Stories section of their homepage.




Developments

Backlash

Nearly immediately after the hashtag campaign was launched as promotional posts on Twitter, users began telling either horror stories about the food, the employees, or the conditions of local restaurants. WebProNews[3] was the first to pick up on the tweets on January 21st, 2012. Over the next several days, the hashtag’s failure was covered by the Huffington Post[6], the LA Times[7], Forbes[8], the Telegraph[9], The Next Web[10], Mashable[11], and the UK Daily Mail.[12] Between the 20th and 24th, McDonald’s stock went down 3%[13], and on the 25th, Twitter Sentiment[14] registered 68% of the tweets with the #McDStories hashtag were negative.



By January 25th, the @McDonalds account had been completely rebranded[15] for a new campaign for a popcorn chicken product, which went off with much less negativity. The same day, Buzzfeed[16] highlighted some of their favorite horror stories.

Official Statement

Rick Wion, the social media director for the company, admitted on January 25th[4] that the campaign was a failure within the first hour. While the official McDonald’s Twitter account only used the hashtag twice, during the two hours of promotion, it was used over 1600 times. However, tweets with the hashtag only accounted for 2% of all McDonald’s mentions that day.[5]

Notable Examples




Twitter Feed





Search Interest



External References

Recent Videos 1 total

Recent Images 25 total

Top Comments

Brad
Brad

@Quentin Things don’t exactly work that way.

The truth is, the food is poorly made. However, the source of this issue does not lay in the overarching corporation of Mcdonald’s (like would qualify a total shutdown), it’s reliant in the working conditions of each individually owned branch; every store of McDonald’s has its own manager, and therefore it’s run its own specific way. Therefore, you could have some McDonald’s from the slums that is a borderline rat’s nest, but you could also have one that serves the highest quality of food imaginable.

So, because of the franchise’s industrial based roots and history of basis in densely urban areas, the food [i]is[/i] poor quality. However, the corporation is not solely to blame, and this little event was a bit disproportionate in my opinion. Oh well. With those figures and the quality of this article, I can’t argue with the memeticism of this specific event.

+1 confirm.

+17

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