people’s insights volume 1, issue 27 : mcdonald's germany - mein burger
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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is McDonald's Germany - Mein Burger. For more, see:http://peopleslab.mslgroup.comTRANSCRIPT
- 1. crowdsourcing | storytelling | citizenshipPeoples Insights: Volume 1, Issue 27McDonaldsMein Burger
2. McDonalds Germany Mein BurgerTo celebrate its 40th anniversary in Germany, McDonalds launched asix-month-long crowdsourcing campaign, inviting Germans to maketheir own burgers online. Photo from birgerking on FlickrCampaign site - www.mcdonalds.de/mein_burger/ 3. Germanys 1st crowdsourced burgerPeople used the Burger Configurator tool to choose from 70ingredients (bread, meats, sauce) to build their dream burgers,and to give them a personalised name.We knew that many dreamed of creating their own individual McDonaldsburger. A burger that would appear on the plates of our two million dailyguests. So we created a competition and invited everyone to take part. - Razorfish Germany. 4. DIY marketingMcDonalds empowered participants, providing do-it-yourself tools tomake personalised banners, video promos and posters. An attractivegallery showcased the burgers for smoother public voting. Your video, Flyer, Profile, Wallpaper, Web Banner, 1 on 1Facebook.com/McDfor Facebook (courtesy: Google Translate) Its all about the execution in this case as Razorfish... provided the tools for users [to] promote their burger creation and encourage their friends, as well as the general public, to vote for the eventual winners.- Reuben Halper, Google UK @ Five Cool Things 5. Celebrating the winnersFive finalists were chosen and given star treatment.They starred in theirown TV commercials, and their burgers were served across Germanyfor a week each. Just Stevinho won after the last round of voting.Photo from stevinho.justnetwork.com Photo from junkfoodtaster.com 6. Impact online and in real lifeOnline: 116,000 burgers created, 1.5 million votes cast and every fourthGerman online reached. In real life, the campaign set local benchmarksfor promo burgers sold, customers gained and revenue raised.160,354votes10,104 views10,574 views 45,832 votesCollage: Votes on McDonalds site, Views on McD Germany YouTube, Engagement on McDGermany Facebook & Comments from blogs around the web 7. The secret sauce: Name your burgerThe personalised names served as an outlet for creativity and,more importantly, as enticing short-form content pegs peoplecould push out while asking for votes.Comment from the Insights Network, MSLGroup Community Facebook comments on a blog post atKnowYourMeme.com 8. The secret sauce: Tapping into communitiesOnline communities played a key role in building hype and spreadingreach. In 2011, the community of prominent gaming podcaster StevenStevinho Krmer helped the McStevinho win.(Courtesy: GoogleTranslate )1) trendspektor.de/2880/lifestyle/mein-burger-2012-die-communities-dominieren-die-mc-donald%C2%B4s-burgerwahl/2) stevinho.justnetwork.eu 9. Power of niche communities: BroniesSebastian, a participant, tapped into the power of the German Bronies*by naming his burger Scootaloo, after a character on My Little Pony*.His burger received the maximum support more than 160,000 likes.160,354 votesSo now German Bronies have a awesome place tomeet up - Vinnyboiler If this burger would win the final competition, iwould defenitly buy it. :D - Pinkie SwirlYES! Being German finally pays off! I normallyavoid it, but I think its about time to visitMcDonalds again - dontstopmebrb, flying to Germany to order a chickensandwich - Haloman2023Comments in Brony fan site Equestria Daily, and onYouTube (Courtesy: GoogleTranslate )*Bronies - community of male fans (age 13 - 30) of animated TV series My Little Pony,described by Gawker as: "One of the strangest, most volatile fanbases on the internet, a fan base as entitled and obsessed as that of any adult sci-fi series or comic book." 10. Global brand, local relevanceTraditional German ingredients - Nuremberg grilled sausages, blackforest ham, pretzels - were most successful. This campaign allowedMcDonalds to connect with Germans on a deeper, more personal level. This years first place winner has Germany written all over it The ultimate winner was the Pretzelnator which consists of a pretzel bread bun with sour cream, onions, lettuce, schinken, hard cheese, beef, and cheddar cheese. What more could you expect from a German creation?http://www.germanpulse.com/2012/04/25/the-pretzelnator-becomes-mcdonalds-latest-menu-item-in-germany/ 11. Local campaign, global reachDigital is a global medium, and McDonalds a global brand. Participantstapped into global communities to gather votes, exposing the MeinBurger campaign to browsers across the globe.1) http://thefatbrat.com/2012/05/02/make-this-please-mcdonalds-pretzelnator/2) http://www.thedailymeal.com/mcdonalds-release-pretzel-burger-germany 12. Crowdsourcing campaign, and controlBrands relinquish control when crowdsourcing content. They need tomonitor their properties closely, and act swiftly to rectify embarrassingsituations. McDonalds succeeded in containing one such situation.Comments from knowyourmeme.com/photos/231595-4chan 13. Crowdsourcing in the F&B spaceSeveral food and beverage brands globally have experimented withcrowdsourcing product innovation, to varying degrees of success,including Dominos Pizza, Ben & Jerrys ice-cream, and Mountain Dew. Dominos Pizza AustraliaBen & Jerrys ice cream, Global campaign (13 countries)Dominos Social Pizza - https://www.facebook.com/DominosAustralia/app_227610497336841Read about Ben & Jerrys - http://mashable.com/2011/02/20/crowdsourcing-case-studies/ 14. More Peoples Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsights Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship.CrowdsourcingStorytelling:Citizenship Mahindra Spark the Rise@MarsCuriosity#Kony2012For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/ 15. Read Peoples Lab insights and foresightsThe Peoples Lab team shares the insights and foresights from theMSLGROUP Insights Network on the Peoples Insights weekly blog andthe Peoples Insights Quarterly magazine. MSLGROUP Insights Peoples InsightsPeoples Insights Network weekly blogQuarterly magazine 50+ MSLGROUP planners We deep dive intoEvery quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing andInsights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- toshowcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com 16. Coming soon: Peoples Insights AnnualReportIn early January 2013 we will publish the Peoples Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013. 17. Peoples Lab: Crowdsourcing Insights &InnovationPeoples Lab is MSLGROUPs proprietary crowdsourcing platform andapproach that helps organizations tap into peoples insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com 18. For Peoples Labsolutions, [email protected]