Co-Cr(eating) burgers

With the MyBurger campaign McDonald’s invited the consumers into the kitchen in order to make their own favourite burger. Brand Manager Lise Hørdam tells you how and why.

1. Social business at McDonalds
Why is McDonald’s working with social business and involvement?

2. The MyBurger campaign
The MyBurger campaign has been a revolution for McDonald’s, as they engaged in large-scale co-creation with their consumers.

3. Learning & insights
The campaign had some great benefits for the McDonald’s brand – more emotional connection with consumers and the chance to talk about the quality of the ingredients.