Mc Fail

In its last advertising campaign on Tweeter, McDonald’s wanted to its customers tweet some happy memories which happened in their restaurants. The American Medias gave to this last campaign launched on Tweeter the name of “McFail”. In fact, the initiative turned to a fiasco for the giant of fast food.

This campaign had two faces. First, McDonald’s wanted to reassure its consumers about the quality of its products and about the fresh meat that they use, by posting some tweets on Tweeter. For example, the famous fast food chain posted “There are a lot of love and passion in the production of the meat of our hamburgers.”

Then, the campaign was also about a “McDstories”. This part gave the occasion for consumers to tell about their good memories in a restaurant McDonald’s. But everything didn’t pass well…. In fact, a lot of customers told about their worse experiences or bad memories in a restaurant McDonalds:

- “Every time I eat a Big Mac, a part of me dies.”

- “I am not going to eat at McDonald’s again since I’ve seen a rat in the kitchen.”

- “My father loved to take us at McDonald’s when we were small. Today he has Diabetes and he is obese.”

In an hour, more than 1600 tweets have been posted. McDonald’s decided to stop the McDstories but the followers continued to react.

The use of the social networks is very risky for a company and sometimes it is not a good strategy to create a campaign on social networks because the result could be different as it was expected and could be dangerous for the brand’s image. 

Pauline HAOND