I attended several minor league hockey games one season, and noticed one recurring advertiser mention.  The product was an energy drink, and the P.A. announcer would extol its virtues, mentioning the name of the drink several times.  The P.A. announcer prompted the audience with “What’s the official drink of the Dayton Bombers? The audience, in unison, said “Beer!”. After the first time I’m not sure why the copy wasn’t changed, but it remained that way all season.

Something similar happened to McDonald’s online. McDonald’s started a Twitter campaign with the hashtag #McDStories. The idea was for supporters to share positive McDonald’s stories. It’s no secret that even with the billions and billions of burgers that McDonald’s has served, McDonald’s has maybe more than its share of detractors, who blame it for things like childhood obesity (I’m not sure how kids are driving themselves to McDonalds everyday and what money they are using, but leave that for another day).  Needless to say the hashtag was used by critics.  Sample screenshots are included with Huffington Post article.

What to take away from this? Never take anything for granted when planning your next Social Media campaign.  Don’t assume your audience  will blindly react the way you want them to.

Thoughts anyone?

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