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"McDonald's is testing the waters for a Twitter hashtag campaign again with its first TV ad directing users to join the conversation on Twitter.\nThe effort, which began Monday, supports the brand's Pro Bowl tie-in. For two weeks McDonald's will drop 20 trips to the Pro Bowl in Hawaii (and a vacation there) in a package of 20-piece McNuggets.\u00A0(The item will contain a paper certificate saying so, in the tradition of Willy Wonka's Golden Ticket.) The brand will also give away one ticket on Twitter and randomly award prizes to people who tweet with the #mcdprobowl hashtag from the ad. Prizes include coupons for a free 20-piece McNuggets, a year's supply of McNugget sauce and personalized tweets from NFL players to fans, among others.\nRick Wion, director of social media for McDonald's, says that the brand chose Twitter because of \"the amount of conversation going on there\" around the game.\nThe brand is no stranger to Twitter hashtag campaign, executing a notable effort in January for #McDstories. Though the media portrayed the campaign as a fail and noted all the sarcastic, off-brand contributions on the theme, Wion says internal metrics showed it was actually a successful campaign.\nThough it's common for TV shows to direct users to hashtags these days, big brands like MdDonald's are just now starting to embrace the tactic.\nImage courtesy of Darren McCollester/Getty Images News"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/12/03/mcdonalds-tv-ad-twitter-hashtag/>