There are a lot of legends in corporate world. “Companies must be customer centric” is one of them. I will write about it in the next post. “We are social” is another one and it is a typical claim by any given company.
Companies often mix up “to have social network pages” with “being social”. And companies forget what “being social” means. A recent example in Italy can explain better than an essay.
McDonald’s Italy recently launched a commercial where a family (father, mother and son) are ordering in a restaurant. THe waiter asks to the kid “And you? What kind of pizza do you want?”. Kid: “A Happy meal”. The pay-off: “Your son has no doubt”
Yikes! The associations of Neapolitan pizza makers screamed against McDonald’s. Furthermore: a plenty of social counter offensives were launched immediately, driven by social network creativity: a lot of videos joking about “Kids prefer pizza than Happy Meal” (you can find one at the end of this post)
McDonald’s answered with following public statement:.