Creativity

McDonald's UK Crowdsources New Burgers with Online Competition

Customers Can Choose From 20 Buns and 80 Ingredients To Customize Burgers

Published on May 20, 2014

Editor's Pick

McDonald's is turning to crowdsourcing by inviting British customers to create five brand new burgers, which it will put on sale at its U.K. restaurants this fall. Customers are being invited to go to an online "burger builder," which can be used to formulate a customized burger by selecting a maximum of six ingredients from a choice of 80 (and 20 different buns) creating more than a million possible combinations. The tool was developed by Razorfish and will be promoted in a video starring "Celebrity Masterchef" winner and rugby player Phil Vickery who will lead the judging, alongside McDonald's representatives, with online votes from the public also taken into account. One winning burger will go on sale in restaurants each week for five weeks, starting in October. You can read more about the project over at AdAge.com.

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About

Credits

Date
May 20, 2014
Agency:
Razorfish
Client:
McDonald's UK

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