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August 17, 2008

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Douglas Karr

This is such an incredible high risk. McDonalds isn't a brand that people are passionate about, they merely are a well known brand that a lot of people use. I can't imagine McDonalds benefiting from this. Very few social networks can be built around a brand, most have to be built around people and their common interests or hobbies.

Brands can typically be a subject or grouping mechanism within a network, but rarely do people want to build their identity and reputation around being a consumer of a product or service. I think this will be a failure on a number of fronts.

On the flip side, I could totally see a Social Network for busy patrons that frequent fast food, take-out, or drive-thrus - and McDonalds providing a strong presence and support there. I believe that would be a far better investment and would result in better public relations than this.

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