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McDonald's Twitter effort backfires

Jan. 24, 2012 at 12:39 PM   |   Comments

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OAK BROOK, Ill., Jan. 24 (UPI) -- Illinois-based fast-food chain McDonald's saw its Twitter marketing campaign go awry when the hashtag #McDStories was hijacked by jokesters.

The restaurant chain started the campaign Thursday by launching hashtags #McDStories, which was supposed to help spread feel-good stories about McDonald's, and #meetthefarmers, which was aimed at highlighting the eatery's use of fresh meats and produce, the Los Angeles Times reported Monday.

However, the chain pulled the #McDStories hashtag after only 2 hours, saying the effort "did not go as planned."

The hashtag was hijacked by Twitter users saying less than kind things about the eatery and its food, such as: "I only eat McDonald's when I am ill because it makes me feel sick anyway. #McDStories," which was tweeted by Twitter user knightps.

"These #McDStories never get old, kinda like a box of McDonald's 10 piece Chicken McNuggets left in the sun for a week," tweeted nelo_taylor.

"As Twitter continues to evolve its platform and engagement opportunities, we're learning from our experiences," Rick Wion, McDonald's social media director, said in a statement.

© 2012 United Press International, Inc. All Rights Reserved. Any reproduction, republication, redistribution and/or modification of any UPI content is expressly prohibited without UPI's prior written consent.
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