Tuesday, May 15, 2012

McDonald's - Mein Burger

It's always nice to see examples of crowd-sourcing and co-creation done right.  To be fair, it's hard to do those types of campaign in a way that doesn't feel gimmicky and benefits both the user and the advertiser.  The 'Mein Burger' campaign comes from Razorfish Germany to celebrate the 40th anniversary of McDonald's in that country.  The competition invited users to create their own burger via the 'Burger configurator' with the winning creations chosen by public vote and eventually appearing on the McDonald's menu.  It's all about the execution in this case as Razorfish created a compelling experience for users to generate their own bespoke burger creation.  Perhaps more importantly, they also provided the tools to for users promote their burger creation and encourage their friends, as well as the general public, to vote for the eventual winners.  The winners not only had their Burger creation added to the menu, but also starred in their own McDoanld's TV commercial.  Check out the case study below.

Oh yeah, the eventual winner was the Preztelnator, a burger with ham, italian cheese, american cheese and pretzel-like bun.  Sounds...errr...interesting.

Additional Articles: Laughing Squid