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...