McDonald's Germany taps into social media crowdsourcing

April 25, 2012

McDonald's Germany's "My Burger" crowdsourcing campaign, an online burger configurator that gives fans the opportunity to create their own burgers and give them individual names, yielded about 330,000 burger recipes and 5 million votes.

The burger creations were then voted on with the winners being marketed and sold at all of McDonald's 1,415 restaurants in Germany.

The company deemed the crowdsourcing project a success and similar projects have been added in the Netherlands, Spain and Austria.

This year's competition featured traditional German ingredients. The first burger to be sold will be the "Pretzelnator," starting April 26 at all of McDonald's Germany restaurants. Another four winning burgers will be making their debut for one week only.

Last year's five contest winners were immediate bestsellers, prompting the company to bring the campaign back for a second year.

The number of participants doubled this year, with the help of Facebook's integration and general marketing through television, radio, in-store and media/PR. The campaign was developed by the digital agency Razorfish in Berlin, Germany.

Read more about social media marketing.

Topics: Burger/Steak/BBQ , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management

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