It seems that Walmart isn't the only company who've been persuaded to stick their toes into the fake blog (or "flog") water recently, as McDonalds appears to have jumped right in feet first on a flog called 4railroads hosted over at blogger.
In fact not only have they used one flog, but there was a second, called Mcdmillionwinner, also hosted on blogspot.com, but as The Consumerist reports, this has now been pulled and is only visible on the google cache version which is here.
It really is astounding that there are people out there in this industry, either on the client side or the agency side, that thinks this kind of venture into the blogosphere is a good thing. I mean for crying out loud! It's hard enough work for us to convince people to use blogs in the correct manner as it is, with adequate amounts of transparency and real people, without muppets like this jumping in and trying to get away with it.
From the first post...
"Oh yeah. Its that time of year again. Every since I can remember the
fall means the start of the monopoly at mcdonalds game. Two years ago a
girl walked away with $1 million bucks. Imagine that – $1 million
dollars. I thought I was gonna win that year. I am convinced that this
is the year. What a win it will be."
Could the copy smell any more floggy?
They've put some effort into this as well - it's backed up with YouTube videos (which don't seem to want to play for me) and everything, so it's taken some time to think this through. Oh, and just to make sure you can't go and do anything nasty like add a negative comment (or for that matter, a positive one!), they've disabled them! Blog as conversation enabler? Don't be silly.
I'll say this now (again!)... If you get tempted in any way to suggest to a client that they do a flog, or a client asks you to work on one for them because they think it's a good idea please, please, PLEASE DO NOT DO IT. Don't even entertain it. It won't work. It'll stink of everything that is wrong with trying to use a format that is intrinsically linked to transparency, honesty, and basically having a conversation with your audience that doesn't treat them like idiots - i.e. isn't like advertising or marketing in the slightest!
Blogs are great for PR, immediate response, telling the truth and getting your audience involved - go read Scoble's book Naked Conversations if you don't already know this - but please don't go venturing in like this. Hell, I've even personally mentioned blogs to clients and people I work with (and have high hopes one of them will eventually see the light and take me up on the idea :D), but not in this way - it's just not on.
Whoever you are that did this (perhaps at JSH&A PR agency?): you do none of us who are actually trying to get the world to change with this stuff any good at all, so please stop.
Howard
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