Burger naming promo gets 24,100 entries in 36 hours Tim Addington
A campaign by fast food giant McDonald’s to name its new burger has received 24,100 suggestions since launching on Sunday night, and is predicted to become Australia’s most successful online engagement campaign this year.
As of 11am this morning, a name was being submitted every six seconds to the NameIT Burger promotion – based on 24,100 names divided by 36 waking hours.
The campaign was developed by Leo Burnett in Sydney and features fictitious burger naming legend Ken Thomas who has retired from the ranks of McDonald’s but wants to hand the naming baton on to a younger generation.
Todd Sampson, managing partner and head of strategy at Leo Burnett said: “We are hoping that this will be the most successful online consumer engagement campaign in the country this year.
“It is the first time it has been done anywhere in the world and the indications are that it will be a success. The burgers are flying out the door,” he added.
People have until August 11 to submit their suggestions to the specially created microsite.
Four 30 second and two 15 second commercials and twelve 30 second radio spots will run over the coming eight weeks.
The microsite http://www.nameitburger.com.au also features Ken giving his tips on naming burgers. A series of unbranded video tips will also be played out on YouTube, Google, Yahoo Video and WotNext.
