How McDonald's is using social media to build all-day breakfast buzz

The fast-food chain is getting no shortage of traditional media coverage, as well.

Egg McMuffin lovers around the country are rejoicing over the debut of all-day breakfast at McDonald’s – and the fast-food giant hasn’t missed a beat creating excitement on social media.

McDonald’s, which began testing all-day breakfast at some Southern California locations in April, has teased the new menu with a countdown for several weeks on its social channels, including Facebook, Twitter, YouTube, and Instagram.

Last Thursday, the brand uploaded a video on its YouTube channel, which was also posted on its Facebook Wall the following day. It told viewers, "We hear you. It's about time."

This morning, McDonald’s unveiled another video, entitled Celebration, in honor of the breakfast launch. In less than one hour after it was posted, the video garnered nearly 300 views.

The company’s promoted Twitter post from early Tuesday morning, using the hashtag #AllDayBreakfast, received 9,500 favorites and 7,900 retweets in 13 hours.

The brand’s @McDonalds handle posted numerous Vines and photos Tuesday morning and early afternoon. Its @MeEncanta Spanish-language Twitter account, as well as many of the brand’s local Twitter handles, have been getting in on the fun.

On Instagram, McDonald’s has teased users since Sunday about the launch. The brand’s Instagram post Tuesday morning, which said, "#AllDayBreakfast is HERE! What’s the first thing you’re getting after 10:30AM? #BreakTheFeed," earned more than 8,300 likes in one hour.

The brand also updated its cover photos on both Twitter and Facebook to correspond with the breakfast news. McDonald’s posted two photos about the offering on its Facebook Wall Tuesday morning, the first of which received nearly 300 likes in just 60 minutes.

THIS is how we kick off the first week of #AllDayBreakfast! Now that’s a moment worth capturing.Menu varies by location. Deliciousness doesn’t.

Posted by McDonald's on Tuesday, October 6, 2015

In terms of traditional media, the brand has received no shortage of coverage, with outlets such as CNBC, Fox News, CNNMoney, Time, and BuzzFeed posting articles about McDonald’s breakfast. While many outlets are celebrating the menu change, others such as Fortune are weighing its pros and cons.

McDonald’s also published a press release about its breakfast menu, which will vary depending on location, on its website.

Representatives from McDonald’s were not immediately available for comment. 

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