McDonald's Texas Burger Showdown

McDonald’s wanted to promote its fresh beef and highlight customization.

From that, we designed and launched the Texas Burger Showdown, an integrated marketing campaign centered around a user-generated burger design contest.  

McDonald’s customers were invited to an interactive website where they could design their own unique burger using one of 60 ingredients, with the promise that the winning burger would then be sold in McDonald’s Restaurants throughout Texas. 

Five finalists were selected from more than 25,000 submissions. And after 206,000 votes, the Lone Star Stack was crowned the winning burger.

The contest received positive coverage in every cycle of the campaign – more than 220 articles in both local and national media. The campaign was also featured at the 2016 Adobe Conference, YAHOO, Business Insider, HelloGiggles, Delish and across local media markets like ABC 13 - Houston, and Fort Worth Star Telegram. 

In addition, on the same day, all Texas Markets hosted a VIP experience for celebrities, influencers and media so they may taste the newest Texas’ burger.

Altogether, over 1.6 million Texas Burgers were sold during the campaign. Overall sales at participating restaurants rose 3 percent, and guest counts climbed +3.1percent. It was one of the most successful and innovative marketing campaigns in McDonald’s history!

• Media Impressions: 2 Billion

• PR Value: $7 million

• Social Media Impressions: 160 million