MCDONALD’S
"MAKE YOUR OWN BURGER" CAMPAIGN
CHALLENGE
For its 40th Anniversary, McDonalds Germany wanted to run a contest that gave customers the chance to create their own burger concept – but didn’t know how to produce it effectively. We were a part of the team that strategized the digital platform to do it, along with the production of the regional advertising to promote the campaign.
APPROACH
We architected the “Burger Configurator” tool for web, designed the marketing collateral for traditional advertising & designed the social media collateral. In addition, we worked with the McDonalds brand team to incorporate campaign elements into the in-store menus across Germany that featured local winners and their featured creations.
RESULTS
The campaign was a huge hit nationally. It generated over 116K burger creations (45K within first 5 days), 12K shares on social media in first week, 1.5M “favorite burger” votes, and 7M total page views on the Burger Configurator–making it McDonalds Germany’s most viral campaign ever and sparked the long-standing and nationally recognized “Create Your Taste” program in the US.
