McDonalds recently launched a new twitter campaign which encouraged its followers to share their experiences with the brand. Their intentions were to first handily engage with their market through social media. However due to the nature of this medium, control is handed over to the consumer who can say what they want and what they really think.
And that’s exactly what happened. Followers really opened up and treated it more like a joke and a forum to discuss their dissapointment with the restaurant.
Mcdonalds started the Twitter conversation with “Meet some of the hard-working people dedicated to providing McDs with quality food every day #McDStories” and “When u make something w/pride, people can taste it.”
Once followers caught on, the McDstories hash tag got put to use. “and by pride you mean with eyeballs and ammonia.”
and ” I havent been to McDonalds in years, because I would rather eat my own diarrhoea”.
Mcdonalds certainly achieved their objective to listen and learn from their fans and followers. However it’s not exactly what McDonalds was wanting to hear and the campaign was forced into the total wrong direction.
In another note Quantum Leap Buzz, a tool used to analyse tweets and pick up trends before they reach mainstream media is now available to the public. It was previously reserved only for politicians in a quest to seek out trends relating to policy making.
It is now free to download and will let you search and analyse major events and trends. The data search will be ranked and organised according to frequency and relevance.
The free version will expire at the end of February and available for $10 a year.