McDonald's: Play the Placemat

Credits & Description:

By the use of conductive ink on a piece of paper you can connect your smartphone to a McDonald's placemat via Bluetooth. Agency: TBWANEBOKO, Netherlands.
Title: Mctrax
Media: Ambient
Product: McDonald’s McTrax
Category: Restaurants & fast food
Agency: TBWANEBOKO
Country: Netherlands
Editor: Frits Jan Smit (Eyehear)
Visual Designer: Jan Jesse Bakker (Tbwa\Neboko)
Producer: Tieka Masfar (Tbwa\Neboko)
Editor: Wouter Koomen (Tbwa\Neboko Vidiboko)
Creative Director: Yacco Vijn (Tbwa\Neboko)
Colorist: Barry Clarke (Captcha!)
Chief Creative Officer: Darre Van Dijk (Tbwa\Neboko)
Creative: Jan Jesse Bakker (Tbwa\Neboko)
Creative: Radha Pleijsant (Tbwa\Neboko)
Account Director: Roos Munten-Ronner (Tbwa\Neboko)
Partner: Edward Tetteroo (This Page Amsterdam)
Marketing Director: Erwin Dito (Mcdonalds Nederland)
Marketing Manager: Menno Van Der Hoeven (Mcdonalds Nederland)
Producer: Pum Buisman (Tbwa\Neboko)
Account Manager: Cisca Kooring (Tbwa\Neboko)
Composer: Darius Dante (Tbwa\Neboko)
Founder: Kate Stone (Novalia Cambridge)
Managing Partner: Patritia Pahladsingh (Tbwa\Neboko)
Producer: Robert Slot (Tbwa\Neboko)
Technical Director: Koert Gaaikema (Tbwa\Neboko)
Disruption Live Strategist: Matthijs Schoo (Tbwa\Neboko)
Disruption Live Strategist: Maud Verhaak (Tbwa\Neboko)
Website URL: http://www.mctrax.nl
Outcome:
Too early to share as the campaign started recently (April 21, 2016).
Campaign Description:
Creating music can really trigger creativity in young people. That's why McDonald’s in the Netherlands introduced McTrax. A paper placemat turned into a full music production station. By the use of conductive ink on a piece of paper people could connect our placemat to their smartphone. Every touchpoint triggered a full soundbank to kickstart their creativity. Just select a beat and people were good to go to create their own sounds and melodies. Then, you could tweak your track with any kind of effect. You could even record your own vocals! This is how we challenged young people’s talent by showing their music skills at McDonalds.
Execution:
In two months time we went from idea to prototype to final product. Hardware, software and creative agency parties, partnered to bring this idea to life. We have introduced McTrax in one McDonald’s in the Netherlands. The online video on Facebook and YouTube reached a wider audience.
Strategy:
A strong increase in search volume for DJ and Producer-tutorials on Google and YouTube revealed a dream that many Dutch youngsters share. Becoming famous, hence the many examples of famous Dutch dj’s and producers. This data insight triggered McDonald's to embrace this creative ambition of their audience. The brief: create an innovative idea to bring their dream to live in an inspiring and innovative way. To actively support this creative ambition, McDonald’s came up with a new and innovative approach to their famous placemat. A technology driven, social and mobile first idea, that adds fun and renews the experience of a McDonald’s visit.
Synopsis:
Dutch teens are the most frequent visitors of McDonald’s. But how to maintain a strong emotional engagement with this audience? Since they’ve outgrown the Happy Meal, they tend to develop a more functional, value driven connection with the brand. McDonald’s wants to transform their visit to a great moment and a joyful experience, beyond their restaurant visit.