McDonalds knows that a companys customers wanted a role in determining what products and services were offered them. Spoof TV radio and online ads created by one of McDonalds agencies, features a fictitious character, Ken Thomas, who for the past 30 years has been naming the chains products.

His retirement has thrown up the opportunity for the public to step in his shoes. The winner of the promotion will receive a Sony home entertainment package and their winning burger name will be highlighted on the menu boards of McDonalds 730 restaurants. More companies are handing control to consumers in their marketing. National Australia Bank asked consumers to make an ad relating to the banks sponsorship of soccer.