This Chain is Giving Fans an Opportunity to Name Its New Burger
Katherine Pendrill — January 27, 2016 — Marketing
References: japantimes.co.jp & grubstreet
McDonald's Japan is currently holding a competition to see who can think of a name for its new burger. While most McDonald's creations a named according to a familiar formula, this particular burger has yet to be christened.
The campaign runs from February 2 to February 15, with an outlandish prize awarded to the individual who comes up with the winning name. The burger in question is a Big Mac topped with hot potatoes and a burnt soy and onion-flavored sauce. The new burger was created specifically for Japanese tastes, which is why the winner will receive the very burger they named everyday for the next 10 years. In total, the prize amounts to ¥1,423,500 worth of free burgers.
While the prize may be unusual, the contest offers a fun way for consumers to engage with the McDonald's brand and provide their input.
The campaign runs from February 2 to February 15, with an outlandish prize awarded to the individual who comes up with the winning name. The burger in question is a Big Mac topped with hot potatoes and a burnt soy and onion-flavored sauce. The new burger was created specifically for Japanese tastes, which is why the winner will receive the very burger they named everyday for the next 10 years. In total, the prize amounts to ¥1,423,500 worth of free burgers.
While the prize may be unusual, the contest offers a fun way for consumers to engage with the McDonald's brand and provide their input.
Trend Themes
1. Burger-naming Contests - Disruptive innovation opportunity: Brands can engage with consumers by running naming contests, fostering brand loyalty and generating buzz.
2. Consumer-driven Product Development - Disruptive innovation opportunity: Companies can involve consumers in product development and customization to meet specific market preferences, enhancing customer engagement.
3. Localized Menu Offerings - Disruptive innovation opportunity: Brands can create region-specific menu items to cater to local tastes and preferences, promoting market expansion and competitive differentiation.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Fast food chains can leverage consumer engagement strategies to boost brand awareness, customer loyalty, and increase sales.
2. Marketing and Advertising - Disruptive innovation opportunity: Marketing and advertising agencies can help companies design and execute engaging naming contests to enhance brand recognition and audience participation.
3. Food Service - Disruptive innovation opportunity: Food service providers can develop region-specific menu items to cater to diverse consumer preferences, driving customer satisfaction and competitive advantage.
2.4
Score
Popularity
Activity
Freshness
