When we first saw 365Black.com flash on the screen during those neo-soul styled McDonalds commercials we thought it look kind of strange.
Really, why would McDonalds do such a thing? Then it occurred to us that they’re quite aware of all the non-disposable income that black folks dispose of on garbage … like McDonalds 4 times a week, for example.
But the marketing plan appears to be backfiring as bloggers and social network users are complaining the site perpetuates racial stereotypes about African Americans.
The site’s detractors claim the website does not show the true diversity contained within the Black community and claim the fast food giant is positioning itself as an expert on black people, and they obviously are not.
A McDonald’s spokesperson, Julie Pottebaum, tells DiversityInc she does not have a statement addressing this specific issue, but that McDonald’s is working on a statement to address the concerns.
Chief Marketing Officer Neil Golden, in a statement to Time, said the company was “proud to celebrate the diversity of our customers who reflect the diversity of our society.” He praised the site, calling it a place where customers can “meet real people who’s [sic] lives have been touched by McDonald’s.”
A viral campaign against the site began to spread late last week, when Muhammad Saleem, the director of social media strategy for the Chicago Tribune’s Chicago Now, posted a link to the web site on Digg.com. By Sunday, 365Black was the second most-popular site on Digg.com and quickly became a trend on Twitter, according to Time.com.