Many company’s have discovered that using hashtags effectively can put Twitter and social media campaigns over the top. But what happens when a hashtag campaign backfires?
An attempt to launch a Twitter campaign in the midst of a bitter strike affecting thousands of passengers did backfire for Qantas.
The company hoped to generate some positive PR with a post asking followers to suggest their dream in-flight experience using the hashtag #qantasluxury. But Qantas didn’t count on angry customers hijacking the Twitter competition to vent their frustrations with the airline.
McDonald’s launched a Twitter campaign using the hashtag #McDStories – it was hoping that the hashtag would inspire heart-warming stories about Happy Meals. Instead, it attracted snarky tweeps – some sample tweets:
— Alex Roth (@alexroth3) January 24, 2012
One time I walked into McDonalds and I could smell Type 2 diabetes floating in the air and I threw up.#McDStories
— Skip Sullivan (@SkipSullivan) January 18, 2012
Ate a McFish and vomited 1 hour later….The last time I got McDonalds was seriously 18 years ago in college….. #McDstories
— RsyP (@stilletochemist) January 24, 2012
And from the press:
- These #McDStories never get old, kinda like a box of McDonald’s 10 piece Chicken McNuggets left in the sun for a week
- #McDStories I lost 50lbs in 6 months after I quit working and eating at McDonald’s (via The Daily Mail)
Even though this hashtag was pulled, Twitter users still reference the infamous tag:
— City Cookhouse (@CityCookhouse) April 23, 2012
Such behaviour led to the term “bashtag” being coined to describe situations in which a corporate Twitter hashtag is used to criticise the company.
Short URL & Title:
Twitter hashtag campaign backfires by unhappy customers — http://www.torbenrick.eu/t/r/ymr