Music-making placemats
Challenge
McDonald's had an open brief to find an original way to integrate music into its communications.
Solution
Transform a McDonald's paper placement mat into an innovative, engaging music machine.
Key Results
- Worldwide media attention
- 6M media impressions
- 50% of Dutch teens reached
McDonald's
McTrax
Approach
It’s not every day you get to create your own track while enjoying a burger in a fast food restaurant, yet by combining innovative digital technology to a familiar non-digital format, we made it happen.
The placemat is printed with conductive ink integrated inside and wirelessly connects to a smartphone via a low-energy bluetooth chip. Once connected, the customer can interact with the different controls on the placemat and hear the resulting tunes and sounds through the smartphone's speakers. In other words, the placemat serves as a fully-functional music production station. You can select different music loops, play with sound effects, regulate the tempo and even record your own voice!
Watching a case video go viral worldwide is always a great thing. Especially if it’s about such innovative new ways of marketing to your customers. Tech and music blogs all over the world were writing about this unique, innovative project. Making it into Wired, Engaged, Vice and many more.
This one went big on social media, causing a lot of positive sound around the McDonald's brand.
Dutch teens reached
Media impressions
Twitter impressions
