View Larger ImageMcDonald's Nuernburger - Social Product Launch 
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
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