McDonald’s

design
information architecture
social media
strategy

“Mein Burger” was one of the largest project ever undertaken by McDonald’s Germany. The idea behind this concept was that the winning burger, designed by consumers online, would be made available on the menu in all McDonald’s Restaurants in Germany. McDonald’s wanted to have the most realistic “Burger Configurator” ever created, a goal which was fully achieved. The project was one of the most successful campaigns ever for McDonald’s, and the campaign was repeated the following year. The European market was so excited about this burger, that many other countries used our burger configurator to start their own challenge. Project developed for Razorfish.