Building on that insight we quite logically created a web-community based yodelling-contest embedded in an all around cross-media campaign: “McDonald’s Hüttengaudi” ("”the alpine hut jamboree”)!We used the look and feel of classic alpine clichés (mountain huts, snow, traditional habits, ...) in all measures and created an involving world around that months special burgers. The yodelling-contest was the central activity to engage the audiences involvement by participating via film or voice-mail.

This 360° campaign caused significant sales increase at 1% in a saturated market! 95% of the audience perceived McDonald’s as exciting, 67% found ‘Hüttengaudi’ McDonald’s best action ever. Starting with 1.8mio. views of the viral-spot the web platform gained 2.850.000 PIs escorted by 74% TV-reach.