Razorfish created a campaign dubbed ‘Mein Burger’ (My Burger) for McDonald’s to help it celebrate its 40th anniversary in Germany, encouraging members of the online public to create the first crowd-sourced burger.

Fans were asked to invent their own burger using an online burger configurator, name it and promote it using pre-built online and offline tools, such as a face-in-hole style video, banners and posters to garner votes. The burgers with the most votes were monitored and a winning burger has been chosen.

  The figures:

  • 7 million page impressions – the most successful individual McDonald’s campaign
  • 45,000 ‘burger creations’ in the first 7 days (after 5 weeks, this figure had risen to 116,000 – one every 26 seconds, apparently)
  • 12,000 people created their own marketing campaigns
  • 1.5m people voted for their favourite
  • Razorfish claim to have reached 17m people – every fourth German internet user

Although no sales statistics are given, it was opined that never before has a campaign brought in ‘so many additional customers’, sold more promotional burgers or earned more total revenue.

The winning burger was the ‘Pretzelnator’, produced with ham, American and Italian cheeses and a pretzel-like bun.