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These Burger Design Contests From McDonald's Are Brilliant Marketing Stunts

document Crowd Creativity
Summary In Europe, McDonald's is executing a crowdsourcing project brilliantly. They're called "My Burger" contests, which allow regular people to design their own McDonald's sandwich with the hopes of one day seeing it on the menu.

McDonald's crowdsourcing project serves 3 major purposes:

Consumer engagement — Contests like these are perfect for getting people involved with a brand;

Builds hype — It gets the word out for the brand in a social way that can't be replicated by simple print or television ads;

Product development — McDonald's may get a true winner out of these contests. Its R&D department is constantly churning out more ideas, and they could always use help.

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