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HOW TO CREATE GREATER CUSTOMER ENGAGEMENT THROUGH
CROWDSOURCING?
McDonald's Germany‘Make Your Own
Burger’ 2011 Campaign
Pierre WoreczekiStrategy Conference, London, May 2012
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..........................................1McDonald’s in
the new digital context
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The
consumers' voices have
become louder than traditional marketing
THE RULES OF THE GAME HAVE CHANGED
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SOCIAL MEDIA GIVE INDIVIDUAL THE POWER TO INFLUENCE THE WORLD AROUND THEM 90% of consumer trust
peer recommendations
ONLY 14% trust advertisements12351060100
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DIGITAL REVERSED THE WAY BRAND & CUSTOMERS INTERACT
From brand to
customers
From people to the brand
With the digital, people are empowered,have access to resources like neverbefore, get organized and are able totake action.
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DIGITAL IS NEITHER A NEW MEDIA, NOR A NEW COMMUNICATION TOOL…
IT’S A REVOLUTIONARY BUSINESS ENGINE
PRODUCTION
DISTRIBUTION CUSTOMER RELATIONSHIP
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We do not have a choice
on whether we DO social media,
The question is how well we do it
“”Erik Qualman
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SOCIAL MEDIA OFFER HUGE POTENTIAL FOR BRANDS “Always on”
customers
The more you are the more you can do
Direct feedback is priceless
Doing good in their life is the strongest link
WoM, amazing com tool
Fans = best advocates
Source of creativity
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THERE ARE MANY REASONS FOR US TO EMBRACE SOCIAL MEDIA
Democratic brand
Open & Transparent
Young adults
oriented
Leader
Techno savvy
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LOOKING AT WHAT OUR CONSUMERS WANT
To take part in the creation
process
To be the star of the kitchen
To be more involved in what the brand does
To feel more listened
TO ENGAGE
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THERE IS A BIG OPPORTUNITY FOR US
Convert frequent young users into advocates through greater engagement
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..........................................2How did we
approach it?
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EVERYTHING STARTED IN GERMANY FROM A SIMPLE INSIGHT
Our consumers love playing and experimenting with our products
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USING CROWDSOURCING
Crowdsourcing is how the power of the many can be leveraged to accomplish thingsthat were once the responsibility of a specialized few. The crowd is more than wise, it’s talented, creative and stunningly productive.
“Crowdsourcing, why the power of the crowd is driving the Future of Business”by Jeff Hove - 2009
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CROWDSOURCING IS MUCH MORE THAN COMMUNICATION
Many companies have done some. But most of them have used it only as a communication mean.
Crowdsourcing helps brands walking toward a new model of
collaboration.
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AFTER DECADES OF FOOD INNOVATION ...
... WE DECIDED TO LET YOU DECIDE
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AN INNOVATIVE STEP IN BURGER CREATION
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KEY PRINCIPLES
Create their own burger recipe online Design their digital campaign and
promote it on social media See their burger sold across the
countryDO YOUR OWN BURGER
FOR THE FIRST TIME, CONSUMERS CAN
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• Create excitement around promotional burgers and generate footfall
• Create digital buzz through viral elements & social media
• Improve RMS thanks to free media coverage• Improve brand bond by leveraging positively
consumers’ ego
OBJECTIVES
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• Empower consumers and turn them into brand ambassadors
• Position McDonald’s as a digital innovator
…AND ALSO
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ROLL OUT: The 5 winning burgers are selected by a jury of food specialists and sold in all McDonald’s restaurants across the country
1
2
3
4
CREATION: People create their own burger online from a selection of 100 ingredients
PROMOTION: They promote their burger trough social network, videos, pictures and Facebook pages to get the most votes
FINALISATION: The creators of the top 10 burgers are invited at McDonald’s to refine their recipe with chefs
A 4 STAGE PROCESS
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STAGE 1 - CREATION
• Meinburger application launched to allow consumers to create new recipes and vote for their favorites
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STAGE 1 - CREATION
People created their own unique burger from 70 ingredients
More than 5,000,000 possibilities, all achievable in our restaurants
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STAGE 1 - CREATION
Burger inventors got an overview of their burger and found out details about calories and quality of each ingredient
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STAGE 1 - CREATION
Burger inventors choose a name for their burgers before it is published
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STAGE 2 - PROMOTION
To generate more buzz, we gave people banners, a facebook profile and posters featuring their creation
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STAGE 2 - PROMOTION
Contestants could promote their burgers with a personalized video, in which they were shown as famous burger inventors
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STAGE 2 - PROMOTIONPeople succesfully promoted their burger by their own
Steve, winner of the contest on World of warcraft forum
Facebook Fan page of Kann, 800 000 + fans !
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STAGE 2 - PROMOTION
Inventors invite their friends to vote for their burgers, spreading the word about the campaign
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STAGE 3 - FINALISATION
The top 10 burgers made it into the McDonald’s kitchen
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STAGE 3 - FINALISATION After building, tasting and finetuning their burgers, the contestants presented their creations to a jury.
Based on appearance, creativity and flavour, the jury choosed the top 5 burgers.
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STAGE 3 - FINALISATION Fans could vote on line for their favourite and the Winner was announced.
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STAGE 4 – ROLL OUT
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STAGE 4 – ROLL OUT
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German TV Ad 2011
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Case Study Video
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3What did we learn?
..........................................
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WE HAD GREAT RESULTS
« We really did not expect to have this much success with the campaign. The access we had was in part 40, 50, 60 times higher than previous successful campaigns »
Norma Rockmann, Razorfish Germany
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RESULTS OF THE FIRST EDITION
116.000 Burgers created
1.500.000 Votes
Every 23 sec. a burger was created
12.000 Individual Campaigns
2.000.297 Campaign views on the McD Site
21.100 Facebook Likes
120.000 additional Facebook fans
2011
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THE 2nd EDITION ACHIEVED EVEN BETTER RESULTS
327.653 Burgers created
4.995.278 Votes
Every 7 sec. a burger was created
22.895 Individual Campaigns
3.287.297 Campaign views on McD Site
37.150 Facebook Likes
200.000 additional Facebook fans
2012
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HUGE MEDIA COVERAGEONLINE & OFFLINE
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AD OF THE YEAR
Highest ad recall
of the year
Highest Likeabilityof the year
Ad Treck Report “Mein Burger”
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NEW RECORDS ON FACEBOOK POSTS AND FANS
McDonald’s have never won so many new Facebook Fans throughout a campaign before
In the history of McDonald’s there were never so many Facebook posts for a campaign
#1 Facebook fan page in Germany
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BEST EVER PROMOTIONAL CAMPAIGN IN SALES
Results – internal sources
Mein Burger brought more guest to
McDonald’s than any other campaign before
All 5 wining burgers exceeded all
expectations by far and were even partly
sold out
No campaign achieved as many sales as
“Mein Burger”
The winner burger “Just Stevinho” is the
best sold Chicken promotion burger of
the last 3 years
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GREAT BENEFITS FOR THE BRAND
BONDOpportunity to create
an emotional connection with
consumers
QUALITYOpportunity to talk
about the ingredient quality and story
The first crowd sourcing experience with
burgers
MODERNITY Social media exposure & customisation trend
LEADERSHIP
And also ... Low budget cost
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... AND ALSO FOR THE CONSUMERS
Feel empowered and listened
CELEBRITYFamous on social
network but also TV, POP, radio
Can create the burger of their choice among
+100 ingredients
INSIDERGet behind the scene of
burgers creation and meet the chefs
CUSTOMIZATIONVALORISATION
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A GREAT RESOURCEFOR R&D
460,000 recipes created in 2011 and 2012
We know better which ingredients and combinations consumers want - Duncan Cruttenden, R&D Manager, McD Germany
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5 THINGS TO REMEMBER FOR YOUR DIGITAL AGENCY
Ensure that the platform is secure against hack attacks
Run a stress test on the platform before you start Do not underestimate the number of participants,
especially in the first hours and days Put a lot of care and attention in the design and
navigation Get your community manager ready
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COMMUNITY MANAGEMENT IS A VERY SENSITIVE TOPIC
Involve Communication Department Be transparent and communicate openly
and honestly with the community at any stage
Never change the rules within the running campaign
Be prepared to act fast
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SOME REMAINING QUESTIONS
Are we still going to be recognized for our expertise of burgers creators?
What are the longer term effect on our relationship with
customers?
What do they expect next?
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CONCLUSIONS• Digital technologies enable companies to better know,
understand and collaborate with consumers but in exciting new ways.
• Digital is not a new media. It is a new platform that generates new services.
• The quest for the R Factor - Consumer Relevance - should lead the transformation process of the companies.
• Social CRM is making traditional CRM outdated.
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Pierre WoreczekiStrategy Conference, London, May 2012
THANK YOU