When Twitter Hashtag Promotion Marketing Goes Bad #HeresTheBeef

I see a lot of these hashtag promotions on Twitter these days where some company or person paid to promote their specific hashtag.

Today I saw that Wendy's was promoting their #HerestheBeef hashtag. Now I remember these commercials from growing up. If you were living in the 80's, then you most likely remember that cute little old lady, Clara crying out “Where's the Beef?”

I loved those commercials so I naturally wanted to see what the Tweets were about. Although I had a sneaking suspicion (as I channeled my inner Steve Carrell from the Office) of exactly what I would find, imagine my surprise when I see that it has actually turned into to so much more:

Some of these made me laugh out loud. Others made me think that people can make an issue out of anything. But they all made me think that perhaps Wendy's didn't do their homework before jumping into this hashtag promotion thing (#MeatlessMonday anyone?). And others just made me wonder why promote a hashtag, anyway?

The new promotion that Wendy's has going on is a perfect compliment to those 80's commercials. They are answering the question that they asked all of those years ago.

But what is the point of promoting this hashtag especially when something like this happens or is even destined to happen? How could they have not known or predicted? Is there value for a company? In my view, it actually looks like this promotion is hurting Wendy's today.

I love seeing when hashtags trend. Often times the topics are relevant and interesting. But mostly, they are organic. Many times they are hilarious (RuthBourdain) or promote a good cause or some form of entertainment. The hashtags trend because they were used over and over in Tweets. They are not paid / promoted hashtags.

Perhaps @Petabites said it best:

There are always going to be haters or people vehemently opposed to everything that you are about, especially when it comes to fast food. It can't sit well with Wendy's that they just paid for the pleasure of being mocked.

Looks like Wendy's might have an actual beef with this Twitter promotion. Sorry, I couldn't resist.

« Previous Post#DontFretTheSweat Chat Recap Plus Win a Vera Bradley Bag Gift Pack from Unilever #Giveaway

Next Post »Kid Friendly Red Apple Banana Smoothie Recipe with Omega-3 & DHA #HorizonDHA

You May Also Like

16 Comments Leave a Comment »

  1. Very well said Stacie. It amazes me how people can turn just about anything into a negative and unsavory situation. (“homo” remark.. unacceptable IMO). I imagine Wendy’s is kicking themselves in the butt a little bit over this but I really believe that as with most sticky situations, this will die down, and will not have as much of an impact on them as some may think. Great article! 🙂

  2. This made me laugh. My husband actually asked me yesterday what it mean when someone used a hashtag. I explained and he listened carefully, so maybe there’s hope for him yet 🙂

  3. Times have changed so much … some things that were funny or relevant in the 1980’s have obviously become twisted over time.

  4. Ann at Mundane Magic

    Reallly, we tend to forget that we are still in the infant stages of online marketing…and not doing your homework is a problem. I’ve noticed television shows doing this also. No one really owns a hashtag.

    Excellent, excellent post.

  5. Teri

    The hashtag selection from Wendy’s was poor. They have to imagine the good with the bad before starting a promo such as this. Though I am sure they have someone weeding through all of this mess; it is taking up needless time doing so that could have been prevented.

  6. ellen

    Someone in their marketing department HAD to know this was going to happen with that hashtag . Using #heresthebeef is almost as bad as them spelling burger wrong and tweeting something about boogers.
    This would make for a good “Oh Really” sketch on Saturday Night Live #justsaying 🙂

  7. I love seeing when hashtags trend. Often times the topics are relevant and interesting. But mostly, they are organic.

    THIS. THIS THIS THIS. So many companies are so ham-handed when it comes to social media. You can’t market your way into being a meme or trend. There are ways to do effective marketing on Twitter, but I think this sort of thing is just destined to backfire.

    I don’t know if you watch much TV (I do, ha), but Wendy’s also has ads where a “real customer” asks a question (I think via Twitter?) and then Wendy’s answers it in some wacky way. Those bug too. If you’re making TV commercials to prove how hip you are to social media, you really know nothing about social media.

  8. Oh, boy, did that one ever go wrong!

  9. This is one of the problems I’ve seen with Twitter. I’ve seen some hashtags get hijacked by haters. This is one of those campaigns that may have been better served on Facebook, where the conversation can be somewhat steered in the right direction.

Leave a Reply

Your email address will not be published. Required fields are marked *

000-017   000-080   000-089   000-104   000-105   000-106   070-461   100-101   100-105  , 100-105  , 101   101-400   102-400   1V0-601   1Y0-201   1Z0-051   1Z0-060   1Z0-061   1Z0-144   1z0-434   1Z0-803   1Z0-804   1z0-808   200-101   200-120   200-125  , 200-125  , 200-310   200-355   210-060   210-065   210-260   220-801   220-802   220-901   220-902   2V0-620   2V0-621   2V0-621D   300-070   300-075   300-101   300-115   300-135   3002   300-206   300-208   300-209   300-320   350-001   350-018   350-029   350-030   350-050   350-060   350-080   352-001   400-051   400-101   400-201   500-260   640-692   640-911   640-916   642-732   642-999   700-501   70-177   70-178   70-243   70-246   70-270   70-346   70-347   70-410   70-411   70-412   70-413   70-417   70-461   70-462   70-463   70-480   70-483   70-486   70-487   70-488   70-532   70-533   70-534   70-980   74-678   810-403   9A0-385   9L0-012   9L0-066   ADM-201   AWS-SYSOPS   C_TFIN52_66   c2010-652   c2010-657   CAP   CAS-002   CCA-500   CISM   CISSP   CRISC   EX200   EX300   HP0-S42   ICBB   ICGB   ITILFND   JK0-022   JN0-102   JN0-360   LX0-103   LX0-104   M70-101   MB2-704   MB2-707   MB5-705   MB6-703   N10-006   NS0-157   NSE4   OG0-091   OG0-093   PEGACPBA71V1   PMP   PR000041   SSCP   SY0-401   VCP550   300-208   CISM   ITILFND   70-980   200-355   101   220-901   300-075   AWS-SYSOPS   CISSP   70-480   350-018   70-347   642-999   70-270   70-270   000-080   100-105  , 200-125  , 350-018   1Z0-051   HP0-S42   642-732   9L0-066   2V0-621D   MB2-704   400-101   300-208   300-209   ICBB   ICGB   300-209   ICBB   000-104   1Y0-201   810-403   100-105  , 1Y0-201   70-243   642-999   200-120