Cadbury Creme Egg Campaign

To kick off the campaign, Cadbury partnered with +Eric Lanlard and invited the The Cadbury Kitchen to create recipes containing Cadbury Creme Eggs. Two call out videos were produced and posted across social and digital platforms. The campaign culminated with a Hangout on Air during which Eric Lanlard prepared the best recipe submissions live. The results were excellent: 7.9 million views on social platforms with its Google+ activity achieved 3 million organic views and 36,000 engagements, including 3K comments, 5K shares and 28K +1s with a fivefold increase in organic reach. Social actions on G+ increased to six times the pre-campaign level and its +Post Ads campaign delivered a 2.5% engagement rate.

McDonald’s My Burger® crowd-sourcing campaign

Razorfish London created My Burger®, a crowd-sourcing campaign allowing members of the public to design their ultimate beef burger, vote for their favourites, and ultimately see five of the very best appear on the menu at over 1,200 UK restaurants.

Razorfish’s digital ‘burger builder’ can be used to design a customised burger by selecting up to six ingredients from a selection of over 80. There are more than one million possible combinations.

The McDonald’s My Burger® campaign ran online between 20 May and 15 June. The 12 most popular creations were then prepared and judged in a taste-test in a McDonald’s test kitchen on 29 June. The five winning burgers will be available in restaurants for one week each between 15 October and 18 November 2014.

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