McDonald’s Australia was looking for a new way to drive consumer relevance and product ownership across social channels. The objective was to engage their 1 million strong Facebook fan base in a way that will capture their interests, build loyalty and increase footfall into Mcdonald’s restaurants. Our solution was the Build Our Next Burger campaign, giving Maccas fans the opportunity to create and inspire a brand new Mcdonald’s burger for the first time on Facebook.

The campaign was divided into 2 phases, in phase 1 we challenged Australian consumers to help us discover the ultimate burger using fresh ingredients, which will actually on the menu and available for purchase at Maccas restaurants across Australia. In Phase 2, the campaign took it a step further. The chosen ingredients were revealed along with a new challenge — to name the burger, with a $10,00 incentive up for grabs.

Phase 1 Results
1 week 20,694 burgers submitted, 15,859 unique visitors submitted a burger, average 3:09 minutes spent in app.

Phase 2 Results
in 2 days 15,863 names submitted, 9,030 unique visitors submitted a name.

McDonald’s Australia was looking for a new way to drive consumer relevance and product ownership across social channels. The objective was to engage their 1 million strong Facebook fan base in a way that will capture their interests, build loyalty and increase footfall into Mcdonald’s restaurants. Our solution was the Build Our Next Burger campaign, giving Maccas fans the opportunity to create and inspire a brand new Mcdonald’s burger for the first time on Facebook.

The campaign was divided into 2 phases, in phase 1 we challenged Australian consumers to help us discover the ultimate burger using fresh ingredients, which will actually on the menu and available for purchase at Maccas restaurants across Australia. In Phase 2, the campaign took it a step further. The chosen ingredients were revealed along with a new challenge — to name the burger, with a $10,00 incentive up for grabs.

Phase 1 Results
1 week 20,694 burgers submitted, 15,859 unique visitors submitted a burger, average 3:09 minutes spent in app.

Phase 2 Results
in 2 days 15,863 names submitted, 9,030 unique visitors submitted a name.

McDonald’s Australia was looking for a new way to drive consumer relevance and product ownership across social channels. The objective was to engage their 1 million strong Facebook fan base in a way that will capture their interests, build loyalty and increase footfall into Mcdonald’s restaurants. Our solution was the Build Our Next Burger campaign, giving Maccas fans the opportunity to create and inspire a brand new Mcdonald’s burger for the first time on Facebook.

The campaign was divided into 2 phases, in phase 1 we challenged Australian consumers to help us discover the ultimate burger using fresh ingredients, which will actually on the menu and available for purchase at Maccas restaurants across Australia. In Phase 2, the campaign took it a step further. The chosen ingredients were revealed along with a new challenge — to name the burger, with a $10,00 incentive up for grabs.

Phase 1 Results
1 week 20,694 burgers submitted, 15,859 unique visitors submitted a burger, average 3:09 minutes spent in app.

Phase 2 Results
in 2 days 15,863 names submitted, 9,030 unique visitors submitted a name.

McDonald’s Australia was looking for a new way to drive consumer relevance and product ownership across social channels. The objective was to engage their 1 million strong Facebook fan base in a way that will capture their interests, build loyalty and increase footfall into Mcdonald’s restaurants. Our solution was the Build Our Next Burger campaign, giving Maccas fans the opportunity to create and inspire a brand new Mcdonald’s burger for the first time on Facebook.

The campaign was divided into 2 phases, in phase 1 we challenged Australian consumers to help us discover the ultimate burger using fresh ingredients, which will actually on the menu and available for purchase at Maccas restaurants across Australia. In Phase 2, the campaign took it a step further. The chosen ingredients were revealed along with a new challenge — to name the burger, with a $10,00 incentive up for grabs.

Phase 1 Results
1 week 20,694 burgers submitted, 15,859 unique visitors submitted a burger, average 3:09 minutes spent in app.

Phase 2 Results
in 2 days 15,863 names submitted, 9,030 unique visitors submitted a name.

McDonald’s Australia was looking for a new way to drive consumer relevance and product ownership across social channels. The objective was to engage their 1 million strong Facebook fan base in a way that will capture their interests, build loyalty and increase footfall into Mcdonald’s restaurants. Our solution was the Build Our Next Burger campaign, giving Maccas fans the opportunity to create and inspire a brand new Mcdonald’s burger for the first time on Facebook.

The campaign was divided into 2 phases, in phase 1 we challenged Australian consumers to help us discover the ultimate burger using fresh ingredients, which will actually on the menu and available for purchase at Maccas restaurants across Australia. In Phase 2, the campaign took it a step further. The chosen ingredients were revealed along with a new challenge — to name the burger, with a $10,00 incentive up for grabs.

Phase 1 Results
1 week 20,694 burgers submitted, 15,859 unique visitors submitted a burger, average 3:09 minutes spent in app.

Phase 2 Results
in 2 days 15,863 names submitted, 9,030 unique visitors submitted a name.