McD – Most Famous Burger
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
- 2012 - FWA Site of the Day
- 2012 - FWA Mobile of the day
- 2012 - WARC Social Strategy Prize
- 2012 - SAN nomination