The fast food chain's marketing initiatives are winning over influential bloggers.

Earlier this year, a Twitter campaign launched by McDonald’s backfired and spiraled into a PR disaster. The fast food chain lost control of the hashtag #McDStories and was flooded instead with witty sarcastic tweets. Since then, Rick Wion, Head of Social Media at McDonald’s, has turned things around with online initiatives that are shedding some positive light onto the franchise.

One of the online strategies is reaching out to influential bloggers, mainly mothers with a strong network of followers. McDonald’s would often take them behind the scenes, or invite them to an all-expenses paid conference, and hope they will like it enough to blog about it. Candid blog posts often work better than the glossy ads to reach out to the community.

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