In cooperation with the former German soccer star Uli Hoeneß, McDonald's planned to launch a product named 'Nürnburger.' The ingredients for the bizarre burger: three original ‘Nürnberger Rostbratwürstchen’ (a small, thin variety of the German ‘Bratwurst’, originally from the city of Nuremberg, sourced from Uli Hoeneß's sausage factory, one of the largest in Germany) in a bread bun with mustard and roasted onions.

We set up a blog for Uli where internet users could follow the development of his "invention" step by step. Gradually film clips of Uli’s attempts to bring his creation to the public were released on the blog. The videos were met with exhilaration and spread around the net rapidly. The result: everyone presumed Uli’s sausage manufacturer HoWe was behind the campaign. After McDonald’s announced the truth, the response was even greater. Large scale reporting of the events followed in the Press and on TV, most importantly, not during the summer slump but during the height of the world cup.

The results speak for themselves:After only three weeks over one million burgers were sold. As a result of the campaign’s success the length of the promotional period was first doubled, then tripled. Shortly afterwards a new breakfast product, "Scrambled eggs with Nürnberger sausage" became the next Uli Hoeneß creation available at McDonald’s as another successful addition to the menu. All of this was achieved without the use of traditional media and without Uli himself appearing at a single POS.