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McDonald's shows off talented workers

Publishing & Media

When a company employs 1.6 million front-line workers throughout the world, chances are that at least a handful of them will have knock-your-socks-off singing abilities. That’s what McDonald’s reckoned when it launched its Voice of McDonald’s II. As the title implies, this is the second time around for the event, which debuted in 2006. Then as now, company talent shows were nothing new. But the sheer number of McDonald’s participants—some 3,600 working at restaurants in 53 countries signed up for the most recent contest—helped generate valuable media coverage and customer involvement. This time round, customer votes helped select the finalists whose video performances are posted on the contest website. In April, the three top performers from the event will compete for a USD 25,000 first prize at the company’s world convention in Orlando, Florida. Advertising and marketing bloggers have generated considerable buzz about the campaign, enough that other large companies could well emulate it. Corporate event organizers and team-building experts, and those wanting to enter that business, should be able to invent countless variations of the idea—everything from sports competitions to the funniest YouTube videos to events where finalists get to challenge the pros. As with “American Idol,” the basic idea behind these contests is universal: the yearning ordinary people have to be discovered and the fact that many who lead ordinary lives have talents which deserve to be shown off. Spotted by: Bjarke Svendsen



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