THe SToRYPeople are different, with styles and tastes varying in many ways, including what and how

they eat. With this in mind, Mcdonald’s will be launching a campaign that celebrates

people’s creativity and individuality with a contest aimed at finding The Perfect Burger.

The Perfect Burger campaign addresses customization at a time where people are increasingly

becoming more serious about expressing their individuality. People expect companies to provide

them with the means to be creative and content that they can use in creative ways. The Perfect Burger

campaign realizes that a combination of creativity, individuality and the Internet is a winning

formula.

The campaign also gives people a voice through various media. Social networking sites have

enabled people to create entirely new communities, tagging has created a kind of collective

intelligence online, and consumer ratings empower people to make informed purchasing decisions

by sharing feedback with like-minded consumers. The process of The Perfect Burger involves all of

these channels to reach the widest audience possible.

video-included on cd

The consumer insight video emphasizes these points and reinforces the campaign direction.

Individual style and taste is obvious when looking at burger eating styles – who takes out the pickle? Who does not? There are those who put fries on the burgers, those who add a little ketchup or mayo. This is simple daily burger customization, widely known to many McDonald’s customers.

The first part of the teaser campaign is built on the fact that many have quite strong feelings about the McDonald’s pickle. Posters with claims of love and hatred of the pickle will be created, sparking interest and rousing feelings in people.

Also a part of the teaser campaign, Facebook groups will be created rivalling those who love the pickle and those who hate the pickle. (Interestingly there are already many similar existing Facebook groups).

This is an interactive billboard that rotates between ‘love and hate’ versions of the pickle poster. People will be able to press a button to display the version corresponding to their feelings for the pickle.

T-shirts will be created to promote the teaser campaign. These will be available as giveaways or merchandise for the customer to buy. Having a stylish design and a clear message, these t-shirts are likely to initiate conversations between people, who will have to defend or take praise for their clothing.

As a part of the in-store communication, McDonald’s employees will wear shirts that make a statement of whether they love or hate the pickle. This is to emphasize the fact that everybody has an opinion about the pickle.

During the campaign, McDonald’s packaging will be changed to lead people to www.theperfectburger.com. This is a paper ring around the existing packaging that tease people about customizing their burger.

Fun sticker packs with the Pickle character and other characters will be distributed in McDonald’s restaurants.

All the teasing initiatives will lead to the websitewww.theperfectburger.com. This is a website with a countdown to the launch day of the actual cam-paign. Here people can also express their opinion about the pickle.

cAMPAiGn lAuncH

The “There Can Be Only One” claim challenges peoples’ competitive side and to be involved in the campaign.

The homepage will be the main platform for the entire campaign. It is here that people will create their dream burger and judge others’. General information about the campaign will be available, as well as short instructions on ‘rate and create’ section.

The Perfect Burger website allows people to create their Perfect Burger by “dragging and dropping” different ingredients on the screen. McDonald’s will select the ingredients that will be available to the Perfect Burger challenge.

Once created people see their finished burger with a 360-degree view – a dis-play that offers a full show of personality and taste. When people create their burger, they can attach a song via Spotify (see below) that describes their burger beyond the ingredients and the name. Users can also choose to advertise their burger on YouTube (which can be integrated in the website) and Facebook. They can also invite their friends to create their own burgers or randomize a burger. the burger creator is assigned a unique url such as www.theperfectburger.com/mclaura

Integrating Spotify into the McDonald’s Perfect Burger campaign further height-ens people putting their personal stamp on existing entertainment and making it their own form of expression. When people create their burger, they can attach a song, any song that describes their burger beyond the ingredients and the name.

What is Spotify?Spotify is a radical new platform offering free and legal access to a huge library of music. This is provided in a free version that contains advertising, and in a subscription version without adver-tising. Users can enjoy completely free access to music from artists like The Killers, Coldplay, as well as Elvis Presley and James Brown.

Spotify allows users to browse music by song title, artist, album, genre, record label and more, with songs available for immedi-ate listening. It is currently only available in certain countries in Europe such as Sweden, UK, Spain and France. Spotify is currently planning to launch in Germany in 2010 and would welcome a launch partner. This launch partner would have the opportunity to be the only provider of this exciting applica-tion and would in turn receive a lot of goodwill.

People will be able to show of their new burger to friends and family on their Facebook wall.

People will have the opportunity to use all their charm and wit to persuade people with their own 20-second advertising video. For an example, please see the CD attached.

On the website, people can also rate and vote for vari-ous burgers. When clicked on, each burger will show the rating status, ingredi-ents and the creator and of course play the chosen song or the 20-second ad. You can rate on a scale from 0 - 5 and leave a personal comment. As a thank you for rating on 20 burgers McDonalds will invite you to Spotify. Effectively giving you free music for life!

The Hall of Fame is showcasing the 5 burger which are the winning burgers from each week.

Billboards asking people to “Create the Perfect Burger” will be placed at train stations and high traffic areas. People are able to move different burger ingredients by moving magnets to create a burger in a playful way.

The Perfect Burger phone application is downloadable from the website. Each week, users can pre-order the weekly burger. The order will be placed at your nearest McDonald’s restaurant, where it can be picked up. The application allows the person to pay for the burger as a part of their phone bill and save time when in-store.

After a week of voting the burger with the highest score that week will be available in McDonald’s restaurants. Each Monday a new burger would be in-store. The person creating the winning weekly burger receives a years free subscription to Spotify Premium worth €129 (Similar to the normal version but with no ads and higher quality music).

Customers who buy the burger are the ones who actually have the final voice when it comes to determining the final winner. They will be given a rating slip where they simply need to rate the burger they just enjoyed, and write down their email address. The email address would be for McDonalds to invite them to Spotify.

FinAl WinneR!By the end of the campaign, there will have been 5 burgers chosen as the weekly win-ners. Each of these burgers will receive an overall rating, solely based on the in-store votes.

Finally! The title of ‘Perfect Burger’ will be given to the burger with the highest rating. It will be invited into the McDonald’s family until next year, when it will have to defend its title against new competition.

Attached you find the cd with the presentation and the video. More t-shirts can be ordered via the MiamiAdSchooloffice. Ask for Bob, Duncan, Christy, Kenzi, Max or Adrian to place an order.

EXECUTING: KENZI & BOBCONCEPT: MAX, DUNCAN, ADRIAN, BOB, KENZI, CHRISTYCOPY: CHRISTY, DUNCAN & MAX

BOB

CHRISTYMAX

ADRIAN

KENZI

DUNCANBOB

CHRISTY ADRIAN

KENZI

THANKS FORYOUR ATTENTION