Was the McDonald’s Twitter campaign really a disaster?

Written on January 27, 2012 – 12:40 pm by Ding

Disclaimer:  I am now an intern at M&M Global, a media and marketing trade journal, but this piece does NOT represent the views of the magazine.  Also, see that word intern:  That means I’m a rung on the ladder below junior.  Views to be taken with a pinch of salt.

A Twitter campaign run by McDonald’s got a little out of hand a few days ago.  The fast food chain promoted two tweets with two hashtags encouraging tweeters to 1) learn about the McDonald’s supply chain with #meetthefarmers and 2) share their stories about their McDonald’s experiences with #McDStories.

The meet the farmers hashtag was doomed to mediocrity from conception.  It’s a nice idea and apparently did quite well, but isn’t going to engage mass audiences.  Besides, as soon as you give most people the word ‘farmer’, they instantly translate it into a West Country accent.  When I used to tell people I went to Farmor’s School, you could see them doing it in their heads.

The second hashtag however was just plain doomed from conception.  If you’ve spent any amount of time in the real world, or indeed on Twitter, you don’t need any marketing training or experience to know where the #McDStories was going to go.  Instead of the warm and fuzzy “I’m Lovin’ It” tweets they were apparently expecting, the hashtag very quickly filled up with horror stories and general bile directed towards the golden arches.  The promoted tweet was pulled after a couple of hours when they saw how their social marketing audience had turned.

This incident was reported just about everywhere and heralded as one of the first social media marketing gaffs of the year.  I can’t help feeling however that there’s something more to it.

I think McDonald’s got a lot of mileage out of that one promoted tweet.

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The Chaotic Tortoise Top 5 Games of 2011

Written on January 22, 2012 – 6:20 pm by Ding

Happy new year.  I know it’s nearly February, but that still makes it new and happy.  The Chaotic Tortoise has had a nice hibernation period and is back and ready to clatter away at its keyboard now.

 

The end of the year for many journalists is a time of making lists be they best ofs, worst ofs, most anticipateds or sometimes a combination of the three.  Other journalists complain about how it’s the time of the year for making lists.
Anyone that has known me for any length of time might know that I can get to the party a little late so I feel no shame in posting my top five games from last year, followed by a few honourable mentions, now rather than sooner.

This is composed of games I have been able to play this year and despite doing quite a bit of work in the gaming press itself, that has been less than I would have liked due to 2011 being a really busy year for me.  I’m sure there are many other games worthy of inclusion, but I just haven’t played them and won’t pretend that I have.  That’s integrity for you.

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New Years Resolution: Regarding Cynicism

Written on January 19, 2012 – 11:56 am by Ding

I dislike resolutions.  I dislike what they do to my brain the rest of the year.  If there is something worth making a resolution about then you probably shouldn’t have to wait until you start writing on a new calendar and you should instead just start doing it and the idea of New Years Resolutions makes me not want to start doing something until I get to a neat round number of a date.

It’s probably the same reason I strongly dislike Valentine’s day.  Someone can be a filthy scum-weasel to their significant other all year round and get a free pass if they take them to Paris on Februrary 14th.  Similar with “Christmas spirit” (as in good cheer, not drinking before noon), you should be a good and cheerful person all year round, not just when the world tells you to buy a few cards and presents.

With that being said, with 2012 rolling around, it got me thinking about what I would like to change about myself.  I considered that maybe doing a bit of exercise might be a good idea, drinking less would also be good and possibly being a little more generally organised in terms of diet and lifestyle, but to be honest I’m in a good place with all of that.  The thing that I really want to change is my attitude towards things.  It’s not that I have a particularly bad attitude towards life in general and I consider myself optimistic and irritatingly chirpy at times, but when it comes to media and entertainment, I have been passively brainwashed to hate and despise everything without giving it a fair chance.

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