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Dominic Basulto
KEITH O’BRIEN
It was a simple plan. McDonald’s would pay to appear at the top of the trends list on Twitter’s home page, using the social-media site to drive people to its new commercials highlighting some of the real-life farmers and ranchers who supply McDonald’s with its ingredients. Executives at the fast-food company loved the commercials; the word in-house was “authenticity.”
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