07. You made your bed, now lie in it.
McDonalds cancelled its #McDStories Twitter campaign two hours after it launched, but the damage was done: rather than celebrate the restaurant’s food sourcing, the hashtag was hijacked by brand detractors.
The Lesson? Before launching a campaign, ask yourself, “how could this get away from us?” If you aren’t able to answer that question, you aren’t ready to launch the campaign.