MickeyD's learned the hard way about trying to promote inorganic social media buzz:
A sponsored Twitter trend ended in one giant #fail for McDonald’s. The fast food chain began a friendly social media campaign meant to share the stories of McDonald’s commitment to fresh produce and meat was met with an onslaught of snark from the Twitterverse. The campaign, which sponsored the trends #meetthefarmers and #McDstories, aimed to share warm and fuzzy stories of where McDonald’s food comes from. Instead, many users hijacked the hashtag to voice their displeasure with the popular fast food chain.