If you’re going to break a wall, make it the fourth one

Share This

McDonalds did something this weekend that can teach us all a valuable lesson about brands on social.

They broke the fourth wall, and made a joke – not about the brand, the products, or even the problems their products solve.

They made a joke about what it’s like to be the guy behind the tweets.

They showed their humanity.

They gave us a glimpse behind the curtain.

And their audience went CRAZY for it. 

14,000 retweets, 7,000 quote tweets, and 124,000 likes.

Holy shit.

That’s more likes than their last 15 tweets combined.

The reason it worked?

People don’t want to buy from (or interact with) faceless brands. 

They WANT brands to show their humanity.

And if you’re struggling to show that humanity in an “on-brand” way (and you might be – because not every brand has a hive-mind of TV’s best comedy writers living in their back pocket) – it doesn’t hurt, every now and then, to break the fourth wall.

Admit that you’re a person who works for a brand, not just a brand.

And make a joke at the same time. Ideally 

They’ll love you for it.

The best thing about this joke? It whipped up McRib fans into a FRENZY – because it hinted that the sandwich might well be coming back.

The tweet has gone viral, and taken a stealth advert for the McRib (soon to return – I guarantee it) along for the ride.

One final twist in this tale: less than half an hour later, other brands were already copying their MO.

That’s how fast the internet moves.

If you want to be the first one to make the joke, rather than one of the thousands who awkwardly copy it – let’s talk.

And don’t be afraid to show your humanity every now and again.

You might be surprised at the response you get.

 

Adam

 

Picture of Adam Hunt

Adam Hunt

Advertising Creative, Copywriter, TV Producer, Comedy Writer and the Founder and Creative Director of White Label Comedy

Recent Posts

Join our mailing list and access our swipe file of awesome social posts you can model for your brand or business today.

Join over 500+ brands and content creators who use humour to captivate their audience thanks to our monthly delivery of 31 viral joke templates.

Discover the proven ‘4×4’ blueprint that skyrockets social media growth in any market.

Hire our A-list comedy writers to craft viral content that builds an engaged audience of ideal customers for your personal brand, start-up, or SME.

ENDLESS inspiration for AWESOME SOCIAL POSTS for your brand or business

If you’re ever stuck for social media inspiration, then do what the pros do…and swipe winning content ideas! But how do you know the right ideas to swipe? 

I’m going to show inside my personal swipe file of awesome social posts. 

Inside this file, I’ll show you hundreds of high-performing social posts from brands in countless niches – so you can see real-world examples of what’s working in the newsfeed RIGHT NOW…

…and use these as prompts for your own awesome content. 

PLUS – every month – for your pleasure and profit – I’ll be adding a fresh swipe file of standout brand-safe social posts that we’ve spotted out in the wild.

For each post, I’ll tell you why I love it and what YOU can learn from it.

Making it easy for you to reverse-engineer their success for your brand.