A new burger with a long name listing the tastiness of the burger was launch.

Since it was a long name, McDonald’s asked customers to give it a shorter name that described the great taste.

The campaign started with a secret event to influencers and presale at limited stores to draw initial attention. Used a celebrity comedian who has amazing ability to improvise comments. He became a personality of this campaign to spread a news over TVC, web movie, web banners, OOH, social media and stores. He motivated customers to come up with interesting and tasty names. As below-the-line promotions, in-store naming promotion and crew tweet (McD crew to tweet their own naming ideas on SNS) were carried out.

There were 5,016,926 entries within the two-week submission which recorded the highest number of entries ever seen before in Japan. (Survey by Koubo Guide Company)

Media ad conversion was over 700 million dollars.

Campaign site page view hit 21,956,193 within 2 weeks of the entry period.

Sales peaked twice during product launch and new name announcement period which never seen in the usual campaign.

Same-store sales increased 29.4% year-on-year during the campaign.

Customers increased by 13.7% year-on-year during the campaign.

Followers of the official Twitter account increased by over 160,000 people during the campaign.

Reactions to the new name announcement made on the official twitter account reached over 130,000 tweets in 1day.

The news quickly spread nationwide and was picked up by influential TV programs and internet news, evolving into a movement as celebrities joined in.

It became a phenomenon in Japan as people posted names on social media.