McDonald's: Build your own burger - Social co-creation as recipe for success

This case study describes how McDonald's, the fast food restaurant chain, connected with Dutch consumers more closely with a co-creation approach.

McDonald's: Build your own burger - Social co-creation as recipe for success

Daan de Raaf and Joris Fonteijn

Campaign details

Brand owner: McDonald'sAgency: Tribal Worldwide, Amsterdam (digital agency); TBWA\Neboko (advertising agency); MediaMonks (production company); OMD Nederland (media agency)Brand: McDonald'sCountry: The Netherlands

Executive summary

For the first time in Dutch history, burger lovers were able to influence McDonald's biggest icon: the burger. In order to maintain its position as market leader, McDonald's wanted to increase brand closeness between the target group (Dutch burger lovers) and the McDonald's brand (ie connecting to its fans more...

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