McDONALD’S is claiming a competition in which it asked consumers to name one of its burgers to be the most successful online promotion in Australia to date.
Its marketing director, Helen Farquhar, says the 143,000 entries it received during the course of the four-week entry period broke all records. She said 3.5 million of the burgers, now called the Backyard Burger, had been sold to date, with little sign of sales slowing up.
“For us it has broken the promotional mould,” she said. “One of the things that we were asking ourselves is how we were going to be able to sustain it over that period of time … but it didn’t tail off.”
She said promotions normally fizzled out after a couple of weeks, especially once the advertising was turned off.
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