So how to you take an already popular fast food chain like McDonald’s in this case and make it more successful, you hire someone and similarly McDonald’s hired Razorfish, a German Advertising Agency. Razorfish studied the market and came up with a plan to boost the sales of McDonald’s in Germany by simply involving people.

So they created a crowd-sourced burger, meaning people get to customize their burgers from bun to patty however they want. It is a very simple and cost efficient campaign that had people all over the country participate creating more profit with minimum effort.

The Pretzelnator is basically the first burger to win which was later being offered for a limited time all around Germany. Do check out the video as the agency explains in detail how it went down.