Mobile Campaign

Biggest campaign for McDonald‘s Germany: Burger-Battle 2015 meinburger.mcdonalds.de
The Do-Your-Own-Burger campaign in 2015 had the claim „Burger Battle“. For the first time, user were easily able to compile mobile-optimized ingredients and promote and share their burgers with creative names and background images. In the first four weeks 185,000 recipes were created and the users voted four of them as finalists using a tinder vote mechanism. These burgers were then produced and sold in the McDonald‘s store. With a development time of 2.5 months, 140 possible ingredients and a complex buildability logic, the campaign has reached more than 17 million voters.

- Agency: Hi-ReS! Berlin (SYZYGY)