Problem
With sales of McDonald’s burgers on decline, the brand needed to re-invent itself. Globally this was a problem as they were facing stiff competition from smaller boutique burger chains offering quality produce albeit more expensive. How could the brand tap into a new market and keep their brand dominance? A new concept ‘Create Your Taste’ was born. The biggest innovation in McDonalds recent memory since the launch of McCafe. A new menu of ingredients where the customer gets to play chef. Order whatever you desire. You want 4 patties of beef, 3 slices of cheese with pickles and mustard? Go ahead. Australians needed something at their fingertips to get them excited to try out their new creations.
Approach
With on-premise touch screen ordering kiosks ready to be installed McDonald’s needed an ‘at home’ way to inform and drive people in-store.
Whilst working as Design Lead at VML I designed a custom built responsive burger builder engine. A fun, easy and intuitive experience enabling customers to quickly build burgers and explore the range.
This was supported by a huge integrated campaign with all media; TV, Radio, Online, Outdoor, Social and Press all driving to the website. With 100,00 prizes to giveaway, there was plenty for Aussies to get excited about.
Results
Us Aussies loved it. And boy did we enjoy building them.
By the end of the campaign over 1,000,000 unique burger creations were made.
The campaign was so successful the burger engine website was also rolled out in America and Europe with the help of the VML network.
