McDonald’s gives budding marketers chance to shine
IN LINE with a growing trend to involve consumers in marketing, McDonald’s is launching a major promotion this Sunday asking customers to help it name a new burger.
For the next eight weeks the chain will run ads calling on the public to name the “home style” burger, which features a beef pattie with Dijon mustard, red onion and a new steak and onion sauce.
McDonald’s Australia marketing director Helen Farquhar said she believed it was a world first for McDonald’s and the fast food industry.
She said McDonald’s recognised that a company’s customers wanted a role in determining what products and services were offered them.
“If you have a strong relationship with your customers then you can give them a chance to interact with your brand to give them some input.”
Ms Farquhar said she welcomed the prospect of relinquishing some control over determining the new name. “It’s involving them … someone will be able to say ‘I named that burger’ and that for me is hugely exciting.”
Spoof TV radio and online ads created by one of McDonald’s agencies, Leo Burnett, features a fictitious character, Ken Thomas, who for the past 30 years has been naming the chain’s products.
His “retirement” has thrown up the opportunity for the public to step in his shoes.
The winner of the promotion will receive a Sony home entertainment package and their winning burger name will be highlighted on the menu boards of McDonald’s 730 restaurants.
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