McDonald's has made a meal of its latest foray into social media marketing.
The global brand's recent hashtag campaign didn't quite 'go to plan', according to an article published by the Los Angeles Times.
The fast food giant attempted to get Twitter users tweeting about the brand - as part of a bid to highlight its commitment to using fresh meat and produce in its products - with the hashtag #McDStories.
Although the responses were initially good, many users began using the hashtag as an opportunity to provide their own sarcastic, backhanded insults.
One user, tweeting under the name Parker Stafford, wrote: "I only eat McDonald's when I am ill because it makes me feel sick anyway. #McDStories."
Another, nelo_taylor, tweeted: "These #McDStories never get old, kind like a box of McDonald's 10 piece Chicken McNuggets left in the sun for a week."
The response subsequently resulted in McDonald's pulling the hashtag, stating that it "did not go as planned."
However, another McDonald's hashtag, #meetthefarmers, managed to escape the scathing responses.
Commenting on the issue, Rick Wion, McDonald's social media director, said: "As Twitter continues to evolve its platform and engagement opportunities, we're learning from our experiences."
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