We wanted to create a burger heaven—an online world where everything revolves around a great tasting Wendy’s burger.

That led to ThisIsMyBurger.com, a portal to inform, educate, entertain and begin to build a relationship between Wendy’s and its burger-loving consumer. The functionality of the Burger Build, Create Your Wendy and Music Mixer tools made the site fun, engaging and unique.

It encompassed TV (Video Gallery), PR (News), tie-ins with Events (Wendy’s Great Taste Tour Photo Gallery), Contests (Build Wendy’s New Burger; Burger For a Year Instant Win; Baconator Sound Bite Contest) and Interactive Activities (Create Your Wendy).

In a six-month span we had 38,262 Site Registrations, 293,000 Re-logins, 245,476 Instant Win Tries, with 50% (17,925) of registrants opted-in to receive future communications. 14,287 Burger Profiles were created, 15,633 Build Wendy’s New Burger entries, 8,949 Build Wendy’s New Burger consumer votes, and the average time spent on site per visit was 22 minutes.

Online forums were buzzing about personal burger recipes, Baconator Sound Bite Mixes along with excitement for the many ways to win.

The winning burger recipe is scheduled to be available Summer ’08 and the Build Wendy’s New Burger contest could become a yearly Wendy’s promotion.