How it works?
The whole campaign has been designed to get customers involved with the brand as much as possible. Anyone in Germany has been given a chance to create their own burger and push it for the public vote. The most popular recipes then got produced across the country. Instead of having usual online advertising strategy McDonald’s offered their customers to create their own unique banners and use their personal media space and social platforms to promote the campaign.
The users could create a banner for their burger by selecting different backgrounds, cropping and placing their face into the banner and personalizing a message. They could then copy the HTML code and place the banner into their own media space or just push the banner to their social platforms.
Here is a nice overview of the whole campaign:
The campaign has proven to be a real success and personalised banners have added a nice touch to the overall creative. This is definitely an interesting way to involve the users to participate. Personalisation is very easy to achieve online and therefore should not be ignored by brands. Web users definitely know the benefits of all the digital world so they should be treated accordingly through the online advertising too. McDonald’s and Razorfish created the campaign around this knowledge and it has now resulted in the same campaign model being used for the UK’s market this year.