McD – Most Famous Burger

October 2012

For the first time in Dutch history, fans could influence McDonald’s greatest icon: the burger. People could create their own burger online from more than 70 different ingredients. They could then get votes by sharing their creation on social media. An expert jury – including TV celebrity Martijn Krabbé – selected 3 finalists from the 10 burgers with the most votes.

The final winner, James Zeelenberg and his McMood, enjoyed his “Holland’s Best-known Burgher” status for one whole week. His burger was on the McDonald’s menu, he was the star in his own TV commercial and point-of-purchase (POP) material and was richly rewarded with a 7-day VIP treatment.

p.s. The case video is in Dutch…


  • DDB & Tribal Amsterdam


  • McDonald's Netherlands


  • Mobile
  • Desktop


  • 2012 - FWA Site of the Day
  • 2012 - FWA Mobile of the day
  • 2012 - WARC Social Strategy Prize
  • 2012 - SAN nomination