McDONALD'S NUERNBURGER by Razorfish Berlin for McDonald's

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McDONALD'S NUERNBURGER

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Industry Fast food
Media Promo & PR, Case study
Market Germany
Agency Razorfish Berlin
Creative Director René Lamberti
Art Director Sebastian Skowronek, Sanjay Gill
Client Service Director Mathias Sinn
Producer Christian Brox Brochot
Released September 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: McDONALD'S
Product/Service: BURGER
Managing Director: Sven Kuester (Neue Digitale / Razorfish GmbH)
Managing Director: Sascha Martini (Neue Digitale / Razorfish GmbH)
Creative Director: René Lamberti (Neue Digitale / Razorfish GmbH)
Art Director: Sanjay Gill (Neue Digitale / Razorfish GmbH)
Art Director: Sebastian Skowronek (Neue Digitale / Razorfish GmbH)
Screendesign: Kathrina Vogel (Neue Digitale / Razorfish GmbH)
Screendesign: Julia Weidemann (Neue Digitale / Razorfish GmbH)
Senior Concept Developer: Alexander Ardelean (Neue Digitale / Razorfish GmbH)
Concept Developer: Ramona Stoecker (Neue Digitale / Razorfish GmbH)
Technical Director: Paul Schmidt (Neue Digitale / Razorfish GmbH)
Senior Technical Architect: Mathis Moder (Neue Digitale / Razorfish GmbH)
Application Developer: Pieter Snoeck (Neue Digitale / Razorfish GmbH)
Client Service Director: Mathias Sinn (Neue Digitale / Razorfish GmbH)
Account Manager / Project Leader: Norman Rockmann (Neue Digitale / Razorfish GmbH)
Project Manager: Lukas Kammerer (Neue Digitale / Razorfish GmbH)
Strategy Director: Alina Hueckelkamp (Neue Digitale / Razorfish GmbH)
Film Director: Zoran Bihac
Executive Producer: Nils Schwemer (Stink GmbH Berlin)
Producer: Christian Brochot (Stink GmbH Berlin)
Media Agency: (OMD Germany)
Media placement: 1st viral movie - YouTube - 14th June 2010
Media placement: 2nd viral movie - YouTube - 17th June 2010
Media placement: 3rd viral movie - YouTube - 23rd June 2010
Media placement: 4th viral movie - YouTube - 25th June 2010
Media placement: Blog - Http://www.ulis-Nuernburger.de/ - 8th June 2010
Media placement: Webpage - Http://www.mcdonalds.de - 25th June 2010
Media placement: Launch Of Burger In Restaurants - McDonald's Restaurants - 5th July 2010

Summary of the Campaign
In cooperation with the former German soccer star Uli Hoeneß, McDonald's planned to launch a product named 'Nürnburger.' The ingredients for the bizarre burger: three original ‘Nürnberger Rostbratwürstchen’ (a small, thin variety of the German ‘Bratwurst’, originally from the city of Nuremberg, sourced from Uli Hoeneß's sausage factory, one of the largest in Germany) in a bread bun with mustard and roasted onions.

The Situation
McDonald’s planned to launch a new product called the Nürnburger in co-operation with the football manager Uli Hoeneß. The ingredients were to be sourced from Uli Hoeneß’s own sausage factory. The advertising budget was limited and there was no separate media budget. The client desired a viral campaign that would utilise other forms of media as a multiplier.

The Goal
The aim of the campaign was to publicise the Nürnburger in the context of a product launch. The Nürnburger was to be a promotional product for 12 weeks in the "Snack Deluxe" series. Due to time constraints McDonald’s was relying on swiftly creating a high profile for the product in order to reach its intended sales targets.
The target group was internet savvy Males between the ages of 18-39 with an interest in football. The press was to be used as a multiplier.

The Strategy
We left McDonald’s out of the picture. Instead we declared Uli as the inventor of the Nürnburger and sent him undercover disguised as a salesman to meet potential distributors. The campaign was accompanied by a Blog, Youtube clips, PR & Social Media.

Execution
We set up a blog for Uli where internet users could follow the development of his "invention" step by step. Gradually film clips of Uli’s attempts to bring his creation to the public were released on the blog. The videos were met with exhilaration and spread around the net rapidly. The result: everyone presumed Uli’s sausage manufacturer HoWe was behind the campaign. After McDonald’s announced the truth, the response was even greater. Large scale reporting of the events followed in the Press and on TV, most importantly, not during the summer slump but during the height of the world cup.

Documented Results
The results speak for themselves:
After only three weeks over one million burgers were sold. As a result of the campaign’s success the length of the promotional period was first doubled, then tripled. Shortly afterwards a new breakfast product, "Scrambled eggs with Nürnberger sausage" became the next Uli Hoeneß creation available at McDonald’s as another successful addition to the menu. All of this was achieved without the use of traditional media and without Uli himself appearing at a single POS.