Making a Hash of It
一塌糊涂
Client: McDonald's Corp.
客户:
麦当劳(McDonald's Corp.)
Agency: Interpublic Group's Golin Harris
广告商:
Interpublic Group旗下的Golin Harris
Pitch: The fast-food chain began a campaign on Twitter to promote the quality of its ingredients using promoted tweets, which carried hashtags such as #McDStories.
创意:
这家快餐连锁企业在推特上开始了一场营销活动。该公司利用微博营销宣传其食材的高质量。这些营销微博都带有井号加注的话题,比如#McDStories。
Feedback: Some consumers jumped in, but used the hashtag to air their complaints about the company. One person complained about getting food poisoning while another talked about losing 50 pounds after quitting work at a McDonald's. The fast-food chain quickly pulled down the campaign. 'It was a minor issue,' said Rick Wion, McDonald's director of social media. 'Those weren't customers but just critics who weren't coming to our restaurant,' he added. The program generated about 72,000 tweets in one day, of which about 2,000 were negative, Mr. Wion said.
反馈:
一些消费者跑来参加话题讨论,不过却是在抱怨麦当劳。一位消费者抱怨说自己吃了麦当劳之后食物中毒,另一位说自己辞去麦当劳的工作之后成功减重50磅。这家快餐连锁企业迅速取消这场营销活动。麦当劳社交媒体主管维翁(Rick Wion)说,这是一个小问题;说这些话的人不是我们的顾客,只是不会到我们餐厅用餐的批评者。韦恩说,这项营销活动一天之内产生了7.2万条微博,其中约2,000条是负面评论。
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