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These Burger Design Contests From McDonald's Are Brilliant Marketing Stunts

These Burger Design Contests From McDonald's Are Brilliant Marketing Stunts

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Published by Crowdsourcing.org

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Published by: Crowdsourcing.org on Apr 10, 2012
Copyright:Attribution Non-commercial

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02/03/2013

 
These Burger Design Contests From McDonald'sAre Brilliant Marketing Stunts
Kim Bhasin | Apr. 9, 2012, 11:31 AM 
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:
Consumer engagement
 
 — 
 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.
Builds hype
 
 — 
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.
Product development
 
 — 
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
 
 
that would've gotten the business. Professional designers have grown to hate itwhen companies try to get work done for free instead of going to them.Take notebook maker Moleskine,who had to go on damage control when its contest backfired as designers called for a boycott. There aren't many professionalburger design consultants out there that will be mad at McDonald's for having acontest.So, what have the amateur burger designers come up with this year?Spain and Germany have announced five finalists each for their 2012 contests. Doyou think any of them will be a hit?
 
McPanther
beef patty with ketchup, lettuce, onion, tomato, bacon
 
and melted mozzarella on a cheese hard roll
 
Crockstahzumjot
crispy chicken patty and black forest ham with
 
sour cream sauce, ketchup, lettuce, tomato and cheddar cheese on aciabatta roll
 
Laughinator
 — 
beef patty and ham with sour cream sauce, onions, lettuce,cheddar cheese and hard cheese on a pretzel roll

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