We’ve all heard about the backfiring hashtag fiasco that happened to McDonald’s last week. In a not-so-bright attempt to coerce followers to share their happy reminiscences of McDonald’s visits on Twitter, followers banded together to use the #McDstories hashtag to share their horrible McD misadventures instead. In reflection this hashtag idea was not so fortunate, so where did the idea come from and why would we have thought it was a good idea? Likely because, I’m thinking, the folks at the PR table at McD’s believed their followers enjoyed their product (naturally. Why else would they follow them?) and would be more inclined to detail their good experiences before their bad ones. But then, this hashtag just fell into the hands of everyone else — non-followers of the brand who took this opportunity to post a virtual lambasting and everyone else who bit into something strange or whose server was less than kind.
Mashable’s story this morning reveals that McDonald’s is not giving up on hashtags just yet. Plucky are the folks at McDonald’s who are trying again to bring positive attention to their brand! I’ve just checked the hashtag out and it doesn’t look like many are bashing the McDonald’s product just yet — but many are using the hashtag in tweets which question whether or not McDonald’s should be jumping into the trending game so soon after their detractors have ambushed their last campaign.
Oh — and the #littlethings hashtag was reportedly already launched by the folks at Doubletree. So what’s the bigger mistake? Not checking out hashtags.org to see if the hashtag was already in use? Creating this campaign so soon after the last?
Does this seem like maybe the McDonald’s folks should have taken another few weeks and worked on something else?
As their current TV ad spouts: “Bring back the break.”