Not all huge companies experience success when it comes to social media advertising and hashtag creation. Promoted hashtags can still fail despite the effort and money put into these by corporations.
McDonald?s and other big names in the industry had setbacks that continue to echo to the present. Social media marketers will always remember the rules from #McDStories and other failed hashtags. Knowing these will help you gain long term success in the business.
#McDStories
The hashtag was created in 2012 to encourage loyal customers to share their best experiences in the famous fast food chain. However, social media trolls immediately hijacked the conversation and many people instead shared their worst and traumatic experiences while dining in some of McDonald?s franchises. It is one of the biggest hijacks to have ever occurred in social media, despite the company?s experience and expertise in marketing.
#UnwrapWhatsFresh
The promoted hashtag was launched by McDonald?s in 2013 to introduce its new product, the Premium McWrap. The conversation was geared towards encouraging people to promote a healthier and fitter lifestyle. The contents of the product were also shared on Twitter, using low-calorie ingredients and fresh vegetables.
Again, the hashtag was hijacked, although not to the same extent as its predecessor. People started sharing their horror stories in the restaurant, talking about unhealthy agents and dangerous chemicals included in their food. Social media users also shared jokes about what the new product could include, at the same time sarcastically pointing out that it was healthy.
#McDStories & the Anatomy of a Failed Promoted Hashtag
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