CMO Explains Why Chain Used Old Tweets for New Twist on Morning Meals
By Matthew Lyle • September 4, 2015
McDonald’s went back as far as 2006 and found tweets from people hankering for all-day breakfast. They created GIFs and other elements to reply to more than 20 of them and let them know their social media requests were being answered.
The brand’s Twitter page quickly filled up with missives, including replies to tweets from years ago. The brand used messages from celebrities, including Sinbad, Fox Sports’ Erin Andrews, Olympic athlete Lolo Jones and All Time Low guitarist Jack Barakat in the conversation. And days later, it is still replying, one by one, to people’s tweets about breakfast.
In all, the plan is to reply on Twitter to all 88,000 unique accounts that have sent messages about all-day breakfast at McDonald’s