Infamous Errors in Digital Marketing by Big Brands – Part 2
Welcome to the second instalment of our 3-part series shedding light on some of the most notorious errors committed by big brands in the realm of digital marketing.
#McDStories: The Unraveling of a Hashtag Campaign
In January 2012, McDonald’s embarked on a Twitter campaign with a noble objective – spotlighting their organic farmers and reshaping the perception of their brand.
The mission was clear: dispel the notion of McDonald’s being synonymous with unhealthy fare and showcase their commitment to fresh produce and quality meat (Case Study #McDStories, 2019: Friedman, 2019). Thus, the #meetThefarmers hashtag was born on Twitter.
From Buzz to Bust: The Hashtag Pivot
However, when the initial buzz fell short of expectations, the public relations team decided to pivot and introduced the hashtag #McDStories.
Contrary to their hopes, the outcome was far from positive.
What followed were a slew of stories detailing nightmarish experiences with the fast-food giant. Accounts of customers falling ill after consuming their meals, allegations of sourcing meat from inhumane practices, and even claims of discovering foreign objects in their burgers flooded the hashtag.
Damage Control: The Two-Hour Revelation
McDonald’s quickly realized the PR disaster unfolding and promptly removed the promotional post featuring the hashtag within just two hours.
Despite the swift response, the damage had already been done, prompting the Social Media director to concede, “Within an hour, we saw that it wasn’t going as planned…”
A Case Study in Missteps: McDonald’s Twitter Campaign
In an era where social media campaigns can either soar to unprecedented heights or nosedive into infamy, McDonald’s Twitter campaign serves as a cautionary tale. What was meant to be a showcase of their dedication to quality ingredients turned into a PR nightmare.
Let’s dissect the errors that unfolded:
1. Communication Breakdown: The Missing Link
Effective communication lies at the heart of any successful campaign. McDonald’s initial attempt with the #meetThefarmers hashtag showcased organic farmers behind the scenes, but it lacked clarity.
When the shift to #McDStories happened, there was no clear guidance given to the audience. The result? A barrage of negative stories that took center stage instead.
2. Failing to Address Concerns: A Recipe for Disaster
Successful campaigns provide an avenue for engagement, but they should also provide solutions. McDonald’s, however, lacked an avenue for customers to address existing issues.
This oversight provided disgruntled patrons with an outlet to air their grievances, resulting in a flood of negative experiences.
3. From Hashtag to Bashtag: A Lesson in Unintended Outcomes
The shift from #meetThefarmers to #McDStories was intended to spark conversations, but it backfired. What McDonald’s hoped would be heartwarming tales of their products’ journey turned into a platform for customers to share disturbing experiences.
This transformation from a hashtag to a “bashtag” demonstrated how a small change can lead to a colossal shift in perception.
4. Swift Damage Control: A Race Against Time
McDonald’s removal of the hashtag within two hours was a swift response, but the digital realm operates at lightning speed.
The damage was done, and the negative stories had already been widely seen and shared. This serves as a reminder that in the digital landscape, speed is of the essence when addressing unexpected outcomes.
The Road to Redemption: Learning from Mistakes
The #McDStories campaign stands as a stark reminder that even well-established brands can stumble in the digital sphere. Communication, transparency, and a proactive approach to addressing customer concerns are paramount.
While mistakes happen, it’s how a brand responds and evolves from them that truly matters.
In our next and final instalment of this series, we’ll delve into the third and last case study, uncovering another error committed by a big brand in digital marketing.
Stay tuned for insights that can shape a more successful online presence and ensure your campaigns stand strong against the ever-evolving digital landscape.
