Initial Design concept for a nationwide online campaign, where Mc Donald’s Lovers could create the very own Burger.
2011 marked McDonald’s 40th anniversary in Germany and they wanted to thank their fans for their loyalty. So for the first time in the history of McDonald’s Germany, fans can compile their own favourite burger from more than 70 different ingredients. They can also name their creation and even promote it online. With personalized spots, fans can get other user to vote for their burger. Only the ten most popular burgers make it to the next round in the McDonald’s test kitchen.
The inventors then get to present their creations to the jury who decide which burgers make it into the next rounds. Facebook fans can watch the event live on video and root for their favourites. Of the ten finalists, the five best burgers go on offer in restaurants all over Germany. And their inventors make it big in their very own 360° campaign with spots in national TV and radio. I was working on the initial visual concept closely with the strategy and concept development.
