February 2005, McDonald paid an ad agency, TypePad, to create a fake blog to go along with their Super Bowl ad hoax that a French Fry was shaped as Lincoln. The commercials were a two part series, one commercial at kick off show and one in the first quarter. Below is a video that has combined the two commercials together. McDonald’s began their complementary blog shortly after the commercial aired.
Because the commercial was brilliantly put together in a two part series, it double the catastrophic effect of destroying McDonald’s name. The commercials were affective and got people to link into McDonald’s fake blog. Shel Israel blog teaches us that good blogs have passion and authority. Companies that hire ad agencies to get bloggers to be connected to the company are not confident about their products. Faking blogs are lose-lose situation and will only catch up with the company in the long run. When a company has their name on a product or any type social media outlet, the company reputation is attributed to it. Such damaging decisions, like creating a fake blog, can a be company Waterloo. The consequences of deceiving the public throws a companies credibility and reputation right out the window.
Now, McDonald’s has setup pretty transparent corporate social responsibility blog that has revamped their image to the public. Their blog mishap has taught them a lesson and now states on the site, “CSR is everyone’s business, and we should communicate with that idea in mind.” Hopefully, companies can learn from them that it doesn’t pay to be fake.