It has long been a notable absentee in the Twittersphere, but McDonald's' UK business has finally signed up to join the social network.
The fast-food brand announced the arrival of @McDonaldsUK on Wednesday with a tweet saying, "Hello Twitter! From hash browns to hashtags, it's all here. Follow us for news, promotions and fun stuff. #imlovinit"
Its second tweet promoted the latest burger in its ‘Great Tastes of America’ line. It read: "Are you tucking in to a Texas BBQ burger today? #GreatTastesofAmerica."
McDonald’s' US Twitter handle, @McDonalds, has been on the network since 2009 and has 2.3 million followers. However, the brand’s European Twitter feed, @McDonaldsEurope, has been going since 2010 and has only recruited just over 3,000 followers.
In the US, McDonald’s experienced a Twitter backlash when it used a paid-for tweet incorporating the hashtag #McDStories to promote the quality of its products. However, the hashtag was hijacked by Twitter users who spread messages about their own worst fast-food experiences.
It follows news last month that long-shunned brand mascot Ronald McDonald will be revived for a global social media campaign entitled "Fun Makes Great Things Happen''. The clown character has also been given his first make-over since 2005.
This story originally appeared on the website of Marketing.