Was McDonald’s Twitter problem really a ‘McFail’?

Commenters to our story on the hijacking of two promoted hashtags from McDonald’s question whether the problem was as bad as some reports suggested.

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Last Thursday, the company’s official Twitter account unveiled two hashtags, #McDStories and #MeetTheFarmers, as promoted tweets. The effort began in earnest with these tweets:

A lot of love and passion goes into producing the beef for our burgers – evidence shown here: http://mcd.to/zlfnM1 #MeetTheFarmers

“When u make something w/ pride, people can taste it,” – McD potato supplier #McDStories.”

But things quickly went wrong for McDonald’s. Twitter users hijacked the hashtag with tweets such as:

“Unfortunately, the only taste I get out of McD’s is “despair” RT @McDonalds When u make something w/pride, people can taste it #McDStories”

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