McDonald's "Create Your Taste"
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About
McDonald's "Create Your Taste" is an online marketing campaign launched by the global fast food restaurant chain McDonald’s that encourages Internet users to create their own custom-designed burgers using the web-based application "Burger Builder." Upon its launch in late July 2016, the campaign quickly became a target of an online raid among pranksters and spawned a variety of humorous sandwich creations.
Origin
On July 1st, 2016, the New Zealand branch of the McDonald’s franchise launched a web-based application[1] that allows its customers to design and order a personalized burger as part of the company's ongoing global marketing campaign “Create Your Taste,” which had been met by generally positive reception after it was soft-launched in McDonald's locations across Australia and Canada in 2015.
On July 20th, NeoGAF Forums[2] user studyguy posted a thread titled "McDonalds asks the internet to make a burger, it obliges," featuring various prank custom burger creations submitted to the "Create Your Taste" site (shown below).
Spread
That same day, the internet humor site Dorkly[3] published an article about the prank burger creations. Meanwhile, Redditor SirGanjaSpliffington submitted the Dorkly article to /r/funny,[5] where it received upwards of 7,100 votes (88% upvoted) and 1,200 comments. In the coming days, several news sites published articles about the online troll campaign, including The Telegraph,[6] Refinery 29,[7] The Huffington Post[8] and UpRoxx.[9]
Shutdown
On July 21st, the archive of user-submitted burgers were removed from the McDonald’s site and the website for the MakeBurgerHistory[1] application began redirecting to McDonalds.co.nz. A mirror of the web app is available at the McDonald’s Australia site.[4]
Various Examples
Search Interest
External References
[1] McDonalds.co.nz via Wayback Machine – MakeBurgerHistory
[2] NeoGAF – McDonalds asks the internet to make a burger
[3] Dorkly via Wayback Machine – McDonalds Let the Internet Create Their Own Burgers and Guess What Happened
[4] McDonalds.au via Wayback Machine – Burger Builder
[5] Reddit – McDonalds is letting customers create and name their own burgers
[6] The Telegraph – McDonalds invites people to create and name their own burgers online
[7] Refinery 29 – McDonalds Let The Internet Invent A Burger
[8] The Huffington Post – McDonalds New Zealand’s Create Your Taste Competition
[9] UpRoxx – McDonalds Asked The Internet For New Sandwich Creations
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