McDonald's Brand Sentiment Drops With 'Signs' Campaign, but Not by Much

Social chatter was sizable and relatively neutral

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Brands were surprisingly quiet during last night's Golden Globes on social media, except for McDonald's with a new TV campaign dubbed "Signs."

The ads from Leo Burnett also ran during yesterday's NFL playoff games, and the creative highlighted how McDonald's franchises have used their outdoor signs to acknowledge local and national events including 9/11 and veterans.

On social media, people either loved or hated the spot (see tweets below). So, Adweek asked social media vendors Union Metrics and Spredfast to pull some data about the fast-food brand's social reach.

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