McDonald's Promo, Case study MAKE YOUR OWN BURGER by Heye & Partner Munich, Razorfish Berlin

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Industry Fast food
Media Promo & PR, Case study
Market Germany
Agency Heye & Partner Munich
Creative Director Markus Lange, Tobias Eichinger, Arndt Rossnagel, Oliver Stubel
Art Director Florian Metz, Sven Giese
Strategic Planner Aline Zentsch
Agency Razorfish Berlin
Released June 2011

Credits & Description

Category: Best Use of Integrated Media
Product/Service: McDONALD'S
Media Agency: OMD, Düsseldorf, GERMANY
Marketing Director: Rainer Saborny (McDonald's Germany)
Senior Department Head Marketing: Birte Teufel (McDonald's Germany)
Managing Director: Sven Kuester (Razorfish)
Managing Director: Mathias Sinn (Razorfish)
Strategy Director: Alina Hueckelkamp (Razorfish)
Creative Director: Oliver Stubel (Razorfish)
Copywriter/Concepter: Alexander Ardelean (Razorfish)
Art Director: Sven Giese (Razorfish)
Copywriter/Concepter: Philippe Schott (Razorfish)
Strategic Planner: Aline Zentsch (Razorfish)
Technical Director: Paul Schmidt (Razorfish)
Technical Concepter: Mathis Moder (Razorfish)
Account Director: Norman Rockmann (Razorfish)
Managing Director: Thomas Diekmann (Heye & Partner)
Creative Director: Markus Lange (Heye & Partner)
Creative Director: Arndt Rossnagel (Heye & Partner)
Creative Director: Tobias Eichinger (Heye & Partner)
Art Director: Florian Metz (Heye & Partner)
Management Supervisor: André Musalf (Heye & Partner)
Strategy Director: Thilo Ritz (Heye & Partner)
Media placement: Online - Website/ Microsite/ Banner/ Mobile - 1st March 2011
Media placement: Social Media/ Online - Facebook - 1st March 2011
Media placement: POS - Flyer, Standy, Traymat, Menu Board Banner, Banner, Translites - 1st March 2011
Media placement: Packaging - Packaging - 1st March 2011
Media placement: Event - 2 Days - Munich - 31st March/ 18th April 2011
Media placement: Social Media/ Online - YouTube - 31st March 2011
Media placement: TV Campaign - 5 Spots - DMAX, RTL II, RTL, Kabel 1, PRO 7, SAT 1, Comedy Central, VIVA - 21st June 2011
Media placement: Radio Campaign - 5 Spots - NDR Media GmbH, BLR, RMS, Energy - 21st June 2011
Insights, Strategy & the Idea
We were asked to mark McDonald’s 40th birthday in Germany. Rather than offer the fans yet another promotional burger we wanted to make it a social event, giving them a chance to leave their mark on the brand’s history.
We knew that many of our fans shared one dream: they wanted to create their own McDonald’s burger and see it on the plates of 2m daily visitors. So we made this dream come true. We gave our fans the opportunity to create their very own burger, a burger that might potentially be available in every McDonald's restaurant throughout Germany.
In other words, we turned the traditional promotion set-up upside down and launched the first crowdsourced burgers by McDonald’s Germany – by the fans for the fans. For once, it was not the brand but its fans and their burger creations that were the protagonists of the campaign.
Creative Execution
The campaign included two media phases.
In the first phase, we aimed to involve the online community and spread the news. With our online Burger Configurator the fans could create their dream burger and submit it for public voting. We also invited the fans to create their very own online marketing campaign. With personalised and shareable videos, banners and profile pictures they could promote their burger creation via Facebook, Twitter and the VZ-Networks. Thus the news spread rapidly throughout the Social Web – purely through owned and earned media.
During the second phase, the campaign became truly integrated. The winning burgers were sold at McDonald’s restaurants across Germany. Each of the five creators and their burgers were featured in their own TVCs and radio spots, which were tailored to the personality of the creator, underscoring the basic strategic idea: burgers by the fans for the fans.
Results and Effectiveness
The integrated media strategy brought about maximum results: one in four Germans was reached!
More than 7m page impressions made it the most successful campaign ever on the McDonald’s Germany website. The fans created 45,000 burgers during the first week – without a cent of media spending. In the end we had 116,000 burger creations – one every 26 seconds!
Thanks to online and offline buzz, our campaign brought more additional visitors to McDonald’s restaurants and sold more promotional burgers than any previous campaign – making it the McDonald’s campaign that generated the biggest sales ever in Germany.