The best thing about social media is the chance it offers brands to connect with their fans and consumers in an honest, direct way. Traditional marketing is stripped away and engagement is achieved without losing respect or custom in a way you just can’t get with ATL advertising.
Here, McDonald’s Canada respond to a question from one of their fans on Twitter which asks: Why do the burgers in their pictures always look better than the burgers you get in your box?
A lot of Managers would have a heart attack at the thought of showing consumers an honest, behind-the-scenes look at the way things work like this, but McDonald's have risked all by going for the blunt and honest route, and good on them. And the video has gone viral, received a huge amount of PR, and also, personally, makes me believe in the product more than ever.