Long before social media was even a gleam in the eyes of restaurant marketers everywhere, McDonald’s was contributing to the development of location-based social media with the seemingly random rollouts of its cultish McRib sandwich.
 Whenever the elusive McRib popped up in markets across the country, good old-fashioned analog word-of-mouth was used to spread the news among hardcore fans. Over time, though, fans developed “McRib locator” websites to track where the ...

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