Have you
ever heard about the “My Burger” contest supported by McDonald´s?
I think
it´s a quite an interesting marketing stunt. In several European countries, McDonald´s
is executing contests, which allow people to create their own burger with the
hopes of seeing it on the menu one day.
As we heard in the class of Özlem Alicilic, crowdsourcing
is a useful marketing tool for getting people involved with the brand and for
finding out what the crowd likes most.
This Burger Design contest is a funny contest that enables
people to create their own burger. People can vote for the best burger
creations on the McDonald´s homepage and the five finalist burgers are even
sold in McDonald´s stores.
Here you can see the winners from Germany. Between the
26.04. - 30.05. you can buy an other burger each week in the McDonald´s restaurants
in Germany.
The McRibster, for instance, won Austria's "My Burger"
competition and ended up in a very popular burger.
I really like this project by McDonald´s, because consumers have fun in
creating their own burger, finding a name for it and showing their ideas to
their friends.
McDonald´s did a great job in terms of consumer engagement and product
development. Overall 327,000 burger creations have been submitted and the winner burger got 40,120 votes. I´m sure McDonald´s
continues to use a lot of these ideas for new burger creations.
Rebecca Engesser
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