They say “if at first you don’t succeed, try and try again” however in the case of McDonalds’ new promoted tweet campaign there couldn’t be any worse advice to give to the company. Earlier in the day, McDonalds launched a promoted tweet campaign around #ANewMcDFavorite which was met with a fury of negative tweets from individuals. Now, McDonald’s is promoting the following tweet around the hashtag #LoveMcDsSmoothies and it should come as no surprise that this is receiving the same reaction as the previous campaign.
Do you believe in love at first sip? We’re confident you will after trying our new Mango Pineapple Smoothie! Do you #LoveMcDsSmoothies?
Below is a sample of just some of the negative tweets that have been sent out as a result of McDonalds’ newest promoted tweet campaign.
- No one using the promoted hashtag #LoveMcDsSmoothies seems to be sharing how they love McDonald’s smoothies. $ well spent. Via @JDDrake
- Dear Customer, Thanks for buying me. Sorry about the weight gain, blocked arteries, and loss of social life. #LoveMcDsSmoothies Via @matt_phinney
- #LoveMcDsSmoothies Globs of powdered cow lard smothered in unchewable kidney stones of granola and miscellaneous strawberry substitute! Via @mark_schroeder
- Can’t wait to post this on my bulimia tips message board…McDonald’s now has smoothies! I’m lovin’ it (throwing it up)! #LoveMcDsSmoothies Via @lady_bacon
- Hey @McDonalds – if you have to promote #LoveMcDsSmoothies, I somehow doubt the love of said smoothies is very authenticate – like your food Via @geekwithsoul
- #lovemcdssmoothies Dear mcdonalds. The world would be a better place without you. Any chance of keeping off twitter? That would be dandy Via @ShaunSayers
- #LoveMcDsSmoothies they got the idea from the diarrhea caused by the hot apple pie Via @McFreeLV
To be fair McDonalds typically does a fantastic job with their marketing (to this day Michael Jordan vs. Larry Bird remains one of my favorite commercials – though they did try and duplicate it with this dud featuring LeBron James and Dwight Howard). McDonalds’ misstep today on Twitter should serve as a reminder to all marketers that while you can participate in social media conversations, you cannot control the responses you will receive especially when you are paying for inclusion. Despite having a loyal fan base, sometimes when you ask people if they love you, they will not only say “no” but will be sure to tell you exactly why they hate you.
The biggest question is will other brands view the backlash that McDonalds experienced today and think twice about running a promoted tweet campaign of their own. Promoted tweets are one of the biggest revenue generators for Twitter and it would be a huge hit to the company if brands pulled back on running campaigns.
What do you think? Does the value of the increase exposure from a promoted tweet campaign outweigh the potential risks?