Is McDonald’s doing comment spam now?

[Update 20 October 2009: It turns out this new purported McDonald’s memo is itself a fake. The comment spam attempt was not from McDonald’s.]

Fake McDonald's memo: click to embiggen

Well-known burger-tossers McDonald’s would be pissed off about that fake email tarnishing their reputation, and understandably so. But are they now responding with unethical tactics?

I don’t know. But here’s my little bit of evidence, and maybe The Power of Crowdsourcing [read: “expecting everyone else to do your work for you”] can fill in the gaps.

  1. A document purporting to be a leaked internal memo outlining McDonald’s response policy, and claiming they’re taking legal action against prankster David Thorne, was posted on Reddit — which happens to be where Thorne promoted the original fake memo. The account used to post this new memo, the oh-so-revealing 9911882882288, was created at that time and this is their only post. I’ve included the full text of the purported memo below.
  2. This morning someone tried to post a comment here which was merely a copy and paste of that same memo. They used a clearly false email address, which is presumably what caused their comment to be tagged as potential spam, and an Apple Mac running Safari sitting on an IP address on the Hutchison 3 mobile network.

This strikes me as rather curious.

Since McDonald’s is the big fast food chain that haters of big fast food chains love to hate, I don’t see that many anonymous bystanders rushing to its defence. Something in my waters says this is more likely to be someone acting on McDonald’s behalf — but that’s just a gut feeling.

And since McDonald’s is a big company, presumably they have a big respectable PR firm too.

So why, therefore, the anonymity?

The Public Relations Institute of Australia’s Code of Ethics talks about “dealing honestly”, which in my books means identifying yourself — although I’ll admit I’m hazy on how the PRIA itself would interpret that.

Has anyone else had someone attempt to post this memo as a comment? Is anyone seeing McDonald’s posting official comments in their own name?

And what do you make of the fact that prankster David Thorne works for a design agency which lists McDonald’s as a client?

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