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.

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.

Too early to share as the campaign started recently (April 21, 2016).

DJ and Producer-tutorials on Google and YouTube revealed a dream that many Dutch youngsters share. Becoming a famous dj or producer, hence the many famous Dutch examples. McDonald's created a beat production station on a paper placemat for them. Now they can showcase their music talent on this innovative new platform.

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.

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.