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McDonald's has been a leader in terms of major brands testing social media in the last few years. Therefore, it was initially surprising to learn that its fun-oriented Who's Got The Mighty Wings? effort today marks the fast-food chain's first attempt at running a storyline across Facebook, Twitter, Instagram and YouTube. But the innovation, in this case, is truly in the details.
Rick Wion, McDonald's social media director, confirmed the development with Adweek while stating his team was running paid ads on Facebook and Twitter to push the hashtag-driven (#MightyWings) initiative.