Razorfish Germany used friendly competition and crowdsourcing to help McDonald’s come up with a new way to engage with its consumers, this campaign won a Silver Medallion at AME Awards.
This innovative campaign invited McDonald's customers to craft their personalized burgers and vie for a spot on the fast-food chain's menu. Commemorating McDonald’s 40th anniversary in Germany in 2011, Razorfish embarked on this endeavor with modest financial resources.
We recognized the widespread desire to design a unique McDonald’s burger, one that would grace the plates of our two million daily guests. Hence, we organized a competition and extended an open invitation to everyone to participate. It marked the launch of Germany’s first crowd-sourced burgers, created by fans, for fans. Enthusiasts were encouraged to fashion their own burger using the "Burger Configurator, an online utility featuring over 70 diverse ingredients.
The budget-friendly campaign empowered fans to christen their inventions and actively promote them on social media platforms through personalized spots, fostering the goal of amassing votes from fellow users.
The ten most favoured burgers progressed to the subsequent phase within McDonald’s test kitchen. Subsequently, the creators had the opportunity to showcase their innovations to the panel of judges, who determined the entries advancing to the next stage. Facebook fans could tune in to a live video feed of the event and show support for their preferred creations.
In the initial seven days, a staggering 45,000 distinctive burgers were crafted, achieved without any media expenditure. Over the course of the initiative, a total of more than 116,000 burgers were submitted at a rate of one every 26 seconds. Fans produced in excess of 12,000 personalized ad campaigns while also casting over 1.5 million votes. The "My Burger" campaign witnessed an astounding 7 million page visits, rendering it the most triumphant campaign ever on the McDonald's Germany portal. Notably, during the jury event, the McDonald's Facebook fan page garnered over 1 million visits in a single day.
Amidst the fervour it ignited, the campaign achieved outreach to over 21 million individuals, representing one in four Germans. This unparalleled feat marked the highest influx of new customers, promotion burger sales, and overall revenue generated from a McDonald's campaign in history.
I take great pride in having been part of the design team as a Junior Art Director for some of McDonald's most significant campaigns, including the Nuernburger campaign and Monopoly.