By Neue Digitale Razorfish GmbH (for McDonald's Germany)
The star of our social campaign was Uli Hoeness, the former German soccer star and current president of Germany's most popular soccer club, FC Bayern Munich. With his support, McDonald's planned to launch a new burger: the Nuernburger.
Nuernberger is a popular, small bratwurst from the city of Nuremberg. But the Nuernburger is McDonald's own invention. A unique burger with three thin German bratwurst in a bread bun with mustard and roasted onions.
The challenge: How could we make the Nuernburger McDonald's first product to launch exclusively in social media, without the support of any offline media?
We called on Uli to take on the role of the inventor of the strange burger, trying to promote "his" invention to local businesses. In order to pass unrecognized, the star even put on a disguise.
In a blog and on YouTube, people could follow the development of his "invention". We shared four films showing his bizarre attempts to find buyers for his burger - for example at a sushi shop, in a soup kitchen and at a fish counter.
After about two weeks of social and press buzz, McDonald's revealed its cooperation with the former football star and brought the Nuernburger to restaurants nationwide. In the end, not only the press but also our customers fell in love with the Nuernburger.
McDonald's first social product launch:
No offline paid media.
7 Million media impressions.
More than double of projected sales:
One Million Burgers sold in 3 weeks.
Promotional period first doubled, then tripled:
In the end the Nuernburger was in restaurants more than three times the time period which had initially been anticipated.
June 2010 to February 2011
Overall Rating: (65 votes)
Reviewed April 11, 2013 by rosieReport Inappropriate Review
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Reviewed January 25, 2013 by SabrinaReport Inappropriate Review
Reviewed January 17, 2013 by james
I think Mcdonalds has done such a great job with this. So much goes into bring out new food. So much to learn from this. Courier services TorontoReport Inappropriate Review
Reviewed December 6, 2012 by shopia
Reviewed September 4, 2012 by Kunta
Day in and day out, consumers are bombarded with advertisements from companies offering cheapest auto insurance.Report Inappropriate Review
Reviewed October 13, 2011 by Pat
Funny, interesting and just cool!Report Inappropriate Review
Reviewed October 13, 2011 by Mimi R.
really funny...Report Inappropriate Review
Reviewed October 12, 2011 by sarah
nice stuff!Report Inappropriate Review
Reviewed October 12, 2011 by Kerstin
nice!Report Inappropriate Review
Reviewed October 12, 2011 by Adam Weber
Great Work!Report Inappropriate Review
Reviewed October 12, 2011 by Nina
I love it.Report Inappropriate Review
Reviewed October 12, 2011 by Sixx
That's a classicReport Inappropriate Review
Reviewed October 12, 2011 by barb
nice, nice, niceReport Inappropriate Review
Reviewed October 11, 2011 by Max
I like!Report Inappropriate Review
Reviewed October 11, 2011 by BWThall
Smart use of a personality...Report Inappropriate Review
Reviewed October 11, 2011 by Kerstin
Very good strory-telling and smart implementation.Report Inappropriate Review
Reviewed October 10, 2011 by Anne Kirchner
Loved itReport Inappropriate Review