The famous fast food chain incorporates a new level of fan and guest engagement through its custom campaign to create the ‘Pretzelnator’
McDonald’s Germany introduces its first crowdsourced burger as part of the “Mein Burger” campaign designed by ad agency Razorfish Germany. The campaign features an online burger configurator that gives fans the chance to customize and name their own burgers. The creations were voted on by over 5 million people and the winning burgers will be sold at all 1,415 McDonald’s in Germany. The winning creation — the Pretzelnator is a masterpiece produced with ham, American and Italian cheeses, and a pretzel-like bun. The successful crowdsourcing campaign, first introduced in 2011, is now being replicated in more McDonald’s in Europe, including the Netherlands, Spain and Austria.
Watch Razorfish’s promo video of the campaign below.