We all wait for the Black Friday to benefit from huge discounts. We tend to keep a close eye on our favorite brand’s websites or social media for a promo-code or an interesting offer. What will be your reaction if your favorite brand posts an incomplete promotional post? 

Normally for big brands, it’s important to plan a promotional campaign on holidays and events like Black Friday. The campaign is normally ready weeks or even months before the due day, with the design, caption, and links or the promo-codes. But this is not what happened with McDonald’s.

In 2017, McDonald’s corporate account tweeted an unfinished tweet about Black Friday. The tweet had only “Black Friday” followed by Need copy and link”. It was surely a reminder for the social media employee to include the promo content before scheduling the tweet. But he forgot to include the special offer in the tweet.

This mistake made many people and marketers wonder if it was a mistake or a deliberate action from the Marketing team to generate attention during a period of time when people are more interested in buying clothes, furniture, and electronics. It was maybe a way to make people go to McDonald’s stores to know what the promo is. 

Why people started to doubt the mistake? 

When there is an online mistake, it’s usually deleted before anyone sees it, however, the tweet was published on Friday, early in the morning, and has been published for over three hours without the Marketing team paying attention, even if it was during a working day and even why thousands of people liked the tweet and retweeted it. 

But what caused more suspicion, is rather than deleting the Tweet, McDonald’s replied to that tweet and poked fun at themselves by promoting their caffeinated drinks. 

They tweeted: “When you tweet before your first cup of McCafé … Nothing comes before coffee”

Mcdonald's black Friday answer
Mcdonald’s black Friday answer

People loved the answer to McDonald’s, and the tweet went viral. Some people even asked the brand to reward the person behind this genius answer, by saying: “Please give whoever did that original tweet a break and whoever saved it a raise. If it’s the same person — a big breakfast platter.”

McDonald’s answer was perfect, whether it was a save to the mistake, or a planned strategy. 

If the first tweet was a mistake, it means that the social media manager is a genius, for not deleting a tweet, and promoting one of their products. If it was planned it still makes him a genius because he made the tweet reach millions of people.

What can we learn from McDonald’s Black Friday Tweet?

If it was really a mistake:

  • Be careful when you schedule posts.
  • Double-check the content a few days before the due date. 
  • Never schedule a post and say that you will edit it later.
  • Always put the caption and links in the content calendar. 
  • Never publish a post and not checking it regularly. 

If it was a Marketing Stunt:

  • A black Friday promotion would have been in the app. 
  • The account that published the tweet was verified but it was a corporate account, not the US account. 
  • When we correct a mistake we should publish the original tweet: The promo-code. 
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