案例简介：2015年8月，BK 发表了一封公开信，提议与长期竞争对手麦当劳停火。BK 提议这两家餐馆联合起来，在联合国和平日供应一个象征性的混搭汉堡。该提议得到了疯狂的公众支持，所以当他们说不的时候，McD 引起了批评。随后，成千上万的人通过创造和分享 DIY 麦考伯来把事情掌握在自己手中。与此同时，另外四名竞争对手举起手来争取和平，并与 BK 一起在和平日创建并服务了历史性的 “和平日 burger”。

案例简介：In August 2015, BK published an open letter proposing a ‘burger wars’ ceasefire with longstanding rival McDonald’s. BK proposed the two restaurants join forces to create a symbolic mash-up burger, The McWhopper, to be served on UN Peace Day. The proposal was met by frenzied public support, so McD’s drew criticism when they said no. Subsequently, tens of thousands of people took matters into their own hands by creating and sharing DIY McWhoppers. Meanwhile, four other competitors raised their hands for peace and together with BK created and served the historic ‘Peace Day Burger’ on Peace Day.

做一个你自己的麦堡王 | Do-it-yourself McWhoppers

案例简介：2015年8月，BK 发表了一封公开信，提议与长期竞争对手麦当劳停火。BK 提议这两家餐馆联合起来，在联合国和平日供应一个象征性的混搭汉堡。该提议得到了疯狂的公众支持，所以当他们说不的时候，McD 引起了批评。随后，成千上万的人通过创造和分享 DIY 麦考伯来把事情掌握在自己手中。与此同时，另外四名竞争对手举起手来争取和平，并与 BK 一起在和平日创建并服务了历史性的 “和平日 burger”。

做一个你自己的麦堡王 | Do-it-yourself McWhoppers

案例简介：In August 2015, BK published an open letter proposing a ‘burger wars’ ceasefire with longstanding rival McDonald’s. BK proposed the two restaurants join forces to create a symbolic mash-up burger, The McWhopper, to be served on UN Peace Day. The proposal was met by frenzied public support, so McD’s drew criticism when they said no. Subsequently, tens of thousands of people took matters into their own hands by creating and sharing DIY McWhoppers. Meanwhile, four other competitors raised their hands for peace and together with BK created and served the historic ‘Peace Day Burger’ on Peace Day.

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做一个你自己的麦堡王 | Do-it-yourself McWhoppers

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