These Burger Design Contests From McDonald'sAre Brilliant Marketing Stunts
In Europe, McDonald's is
executing a crowdsourcingproject brilliantly.They're called "My Burger"contests, which allowregular people to designtheir own McDonald'ssandwich with the hopes of one day seeing it on themenu.They serve three majorpurposes:
Contests like these areperfect for getting people involved with a brand. Not only do they get to dosomething fun involving McDonald's, but they get to see their ideas showcased ona website and potentially earn a big-time payoff by seeing their sandwich in aMcDonald's one day.
It gets the word out for the brand in a social way that can't bereplicated by simple print or television ads. The interaction factor inherently makesthe contest social
people want to show their friends their awesome ideas.
McDonald's may get a true winner out of these contests.Its R&D department is constantly churning out more ideas, and they could alwaysuse help. The McRibster, for instance, won Austria's "Mein Burger" competitionand ended up generating a ton of buzz for McDonald's.
And better yet, some of the key risks involved with crowdsourcing contests aremitigated in McDonald's case. For instance, it doesn't run a risk of angering those
Screengrab from mcdonalds.de