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Challenge

McDonald’s of Germany wanted to celebrate its 40th anniversary in a new and different way — by thanking its fans with a present. The company decided to gift its fans their dream burger, but needed to determine which burger to feature, and how to spread the word with a limited media budget.

Idea

We created the company’s first crowd-sourced burgers. First, we built a configurator for fans to design the burger of their dreams, with the promise that the burger with the most votes would be launched in McDonald’s restaurants throughout Germany. We then built a do-it-yourself marketing campaign toolkit that empowered the consumer to market their creation — serving as a McDonald’s marketing arm — and compete for public votes.

Results

The contest resulted in the most successful new burger launch for McDonald’s of Germany. By the 2nd "season" of the campaign results were even more impressive:
• 18 million page impressions
• 327,653 creations — 1 every 6 seconds
• 22,000 marketing campaigns created by fans
• 5 million votes cast (10%+ of adults in Germany)

  • 22,000

    fan created campaigns

  • 5MM

    votes cast

  • 10%

    of adults reached in Germany

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