When Promoted Hashtags Are Campaign Killers

Posted by Jon Thomas, 29 Apr 2013

This post originally appeared in our April ’13 issue of “Live Report from the Future of Marketing,” our monthly Post-Advertising newsletter. Subscribe for free here.

No matter how lofty a brand’s goals are when it uses hashtags, there are always individuals ready to use them to drag it into the gutter.

McDonald’s is on its second go-round with promoted hashtags gone awry, this time with #UnwrapWhatsFresh. The hashtag was created to support McDonald’s new Premium McWrap, which features chicken (grilled or crispy) and fresh vegetables served in a warm tortilla. 

The hashtag was promoted on Twitter, but instead of talking about healthy eating, a number of people were tweeting these sweet nothings:

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5 Ways Online Communities Drive Offline Behavior

Posted by Katie Edmondson, 23 May 2012

Online social media is essential for any business hoping to gain favor among today’s consumers. An active Facebook page can mean the difference between serious buzz and being ignored. But for all their amazing qualities, do online communities really drive offline behavior? We say yes. There are plenty of innovative techniques for pushing consumers to act outside the digital sphere and providing results. Here are five of our favorite examples, pulled from a variety of areas.

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When Political Ads Attack, Everyone Loses

Posted by Andrea Fjeld, 11 Jan 2012

With additional reporting by Adam Uhrynowski.

We’re all familiar with mudslinging in political commercials, debates and speeches. In the recent Iowa caucuses, negative advertising was more apparent than ever. But why do America’s leaders spend so much time pointing out the competition’s flaws and defending their political (and personal) histories rather than promoting themselves? Does it even work? What if brands reverted to this tactic? We’ll answer these questions and more after the jump.

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McDonald’s Spreads the Love through Supersized Games

Posted by Paige Beaumont, 17 Jun 2011

Pinching pennies and still don't think you can afford a burger from the Dollar Menu? Then head to Sweden! McDonald's continues the trend of interactive billboards in Stockholm, entertaining potential customers and rewarding them with free food.

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Fast Food Gets Brandjacked

Posted by Andrea Fjeld, 20 Oct 2008

A McDonald's tramp stamp? A Popeye's potbelly? Boy, this sounds like some good ol' fashion redneck fun. AfroJacks.com found four people "dumb enough" to tattoo their favorite fast-food logo on their rather hairy bodies. Kudos to these fast-food, flab four for displaying such powerful brand appreciation for eternity. These are the true Americans—the kind that never turns down a dare.

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‘Raising McCain’ Raising Questions

Posted by Luke Dringoli, 18 Aug 2008

Some of you might not have heard, but John McCain is running for president. He's running what many are calling an "under-the-radar" presidential campaign. The latest from McCain's underground effort is a highly choreographed song/video from country "star" John Rich. Unfortunately, it leaves me with more questions about McCain than answers. Just who is this man?

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