What would major companies do if they weren’t spending ridiculous amounts of cash trying to figure out “what the kids are into”?
McDonald’s is one of those brands that have struggled mightily with the concept in recent years as millennials moved away from its fast food because, you know, it’s barely made with real food (even though it does taste delicious). Its latest initiative aimed at seeming cool tapped into every young person’s apparent desire to be a DJ (if Kylie Jenner can do it, so can I). Hey, sometimes you’re biting into a Big Mac and the special sauce inspires a fire new beat.
A McDonald’s in the Netherlands used conductive ink on its paper placemats to turn them into a full music production studio. After placing their smartphones on the placemats, restaurant goers could select a beat, tweak it with effects, play a synthesizer, and sample audio tracks.
I mean, just look at those attractive young people in the video. They look like they are having the time of their lives and not at all rapidly accelerating their chances of heart disease and diabetes. Who needs to spend thousands on bottles at the club when you can have a similar experience at Mickey D’s and get free refills (if the employee behind the counter is cool). Did you see that manager’s moves at the :48 mark? You know he’d be down.
As awesome and not even a little bit out of touch as this initiative is, McDonald’s did miss a major opportunity by not involving DJ Mustard in the program. That would have brought synergy and influencers.