DAY 1
11:50 - 12:30 SPLIT STREAM CASE STUDIES
CROWDSOURCING FOR GREATER ENGAGEMENT: MCDONALD’S ‘MAKE YOUR OWN BURGER’ CAMPAIGN
PIERRE WORECZEK, MCDONALDS EUROPE | @piwicat
How can a brand engage and empower consumers in the new digital era? The Make Your Own Burger programme, started in 2011 by McDonald’s in Germany, is a great example. The campaign gave consumers the chance to create their own burger recipe online and design a personal digital campaign to promote their creation, with the chance of seeing their burger sold in restaurants across the country. As well as creating an impressive digital buzz, this campaign has been overwhelmingly positive in terms of brand image, media coverage and sales results. It has been the first real crowdsourcing experience for McDonald’s, and has positioned the brand as a digital innovator that embraces social media and empowers its consumers.
KEY TAKEAWAYS:
• Learn how McDonald’s drove innovation costs down, burger sales up, and generated huge online buzz - without a cent of marketing spend
• Discover how crowdsourcing harnessed the creativity and enthusiasm of the company’s many brand advocates
Pierre is SVP of Brand Strategy at McDonald’s Europe and is responsible for sustainability, marketing, food strategy and Sports Partnerships. He also leads the Consumer & Business Insights department and Design Studio. Pierre has over 20 years’ experience in Marketing, R&D and advertising.
Quick Q&A:
Q. Describe your current role and responsibilities? A. To build brand love and trust.
Q. The professional achievement you are most proud of? A. The reimaging of the McDonald’s restaurants.
Q. Three likes. Three dislikes. A. LIKES: Pop Art, blues, design. DISLIKES: Tie, running, cocktail parties.
Q. Your one guilty pleasure? A. Buying vintage guitars.
Q. Whose shoes do wish you could walk in for a day and why? A. Jimmy Hendrix: amazing creator and guitarist.
LOCATION: TAMBLING
32
www.istrategyconference.com
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