People’s Insights Volume 1, Issue 27 : McDonald's Germany - Mein Burger

crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 27McDonald’sMein Burger

McDonald’s Germany – Mein BurgerTo celebrate its 40th anniversary in Germany, McDonald’s launched asix-month-long crowdsourcing campaign, inviting Germans to maketheir own burgers online. Photo from birgerking on FlickrCampaign site - www.mcdonalds.de/mein_burger/

Germanys 1st crowdsourced burgerPeople used the ‘Burger Configurator’ tool to choose from 70ingredients (bread, meats, sauce) to build their dream burgers,and to give them a personalised name. ““ We knew that many dreamed of creating their own individual McDonald’s burger. A burger that would appear on the plates of our two million daily guests. So we created a competition and invited everyone to take part. - Razorfish Germany.

DIY marketingMcDonald’s empowered participants, providing do-it-yourself tools tomake personalised banners, video promos and posters. An attractivegallery showcased the burgers for smoother public voting. “Your video, Flyer, Profile, Wallpaper, Web Banner, 1 on 1 Facebook.com/McD for Facebook” (courtesy: Google Translate) ““ Its all about the execution in this case as Razorfish... provided the tools for users [to] promote their burger creation and encourage their friends, as well as the general public, to vote for the eventual winners. - Reuben Halper, Google UK @ Five Cool Things

Celebrating the winnersFive finalists were chosen and given star treatment.They starred in theirown TV commercials, and their burgers were served across Germanyfor a week each. Just Stevinho won after the last round of voting.Photo from stevinho.justnetwork.com Photo from junkfoodtaster.com

Impact online and in real lifeOnline: 116,000 burgers created, 1.5 million votes cast and every fourthGerman online reached. In real life, the campaign set local benchmarksfor promo burgers sold, customers gained and revenue raised. 160,354 votes 10,104 views 10,574 views 45,832 votesCollage: Votes on McDonalds site, Views on McD Germany YouTube, Engagement on McDGermany Facebook & Comments from blogs around the web

The secret sauce: Name your burgerThe personalised names served as an outlet for creativity and,more importantly, as enticing short-form content pegs peoplecould push out while asking for votes.Comment from the Insights Network, MSLGroup Community Facebook comments on a blog post at KnowYourMeme.com

The secret sauce: Tapping into communitiesOnline communities played a key role in building hype and spreadingreach. In 2011, the community of prominent gaming podcaster Steven‘Stevinho’ Krömer helped the McStevinho win.(Courtesy: GoogleTranslate )1) trendspektor.de/2880/lifestyle/mein-burger-2012-die-communities-dominieren-die-mc-donald%C2%B4s-burgerwahl/2) stevinho.justnetwork.eu

Power of niche communities: BroniesSebastian, a participant, tapped into the power of the German Bronies*by naming his burger Scootaloo, after a character on ‘My Little Pony’*.His burger received the maximum support – more than 160,000 likes. 160,354 votes “So now German Bronies have a awesome place to meet up” - Vinnyboiler “ If this burger would win the final competition, i would defenitly buy it. :D “ - Pinkie Swirl “YES! Being German finally pays off! I normally avoid it, but I think its about time to visit McDonalds again ” - dontstopme “brb, flying to Germany to order a chicken sandwich” - Haloman2023 Comments in Brony fan site Equestria Daily, and on YouTube (Courtesy: GoogleTranslate )*Bronies - community of male fans (age 13 - 30) of animated TV series My Little Pony,described by Gawker as: "One of the strangest, most volatile fanbases on the internet, a fan base as entitled and obsessed as that of any adult sci-fi series or comic book."

Global brand, local relevanceTraditional German ingredients - Nuremberg grilled sausages, blackforest ham, pretzels - were most successful. This campaign allowedMcDonald’s to connect with Germans on a deeper, more personal level. “ This year’s first place winner has Germany written all over it… …The ultimate winner was the Pretzelnator which consists of a pretzel bread bun with sour cream, “ onions, lettuce, schinken, hard cheese, beef, and cheddar cheese. What more could you expect from a German creation?http://www.germanpulse.com/2012/04/25/the-pretzelnator-becomes-mcdonalds-latest-menu-item-in-germany/

Local campaign, global reachDigital is a global medium, and McDonald’s a global brand. Participantstapped into global communities to gather votes, exposing the MeinBurger campaign to browsers across the globe.1) http://thefatbrat.com/2012/05/02/make-this-please-mcdonalds-pretzelnator/2) http://www.thedailymeal.com/mcdonalds-release-pretzel-burger-germany

Crowdsourcing campaign, and controlBrands relinquish control when crowdsourcing content. They need tomonitor their properties closely, and act swiftly to rectify embarrassingsituations. McDonald’s succeeded in containing one such situation.Comments from knowyourmeme.com/photos/231595-4chan

Crowdsourcing in the F&B spaceSeveral food and beverage brands globally have experimented withcrowdsourcing product innovation, to varying degrees of success,including Domino’s Pizza, Ben & Jerry’s ice-cream, and Mountain Dew. Domino’s Pizza Australia Ben & Jerry’s ice cream, Global campaign (13 countries)Domino’s Social Pizza - https://www.facebook.com/DominosAustralia/app_227610497336841Read about Ben & Jerry’s - http://mashable.com/2011/02/20/crowdsourcing-case-studies/

More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com

Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.

People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com

For People’s Labsolutions, contactpascal.beucler@mslgroup.com

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People’s Insights Volume 1, Issue 27 : McDonald's Germany - Mein Burger

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