McDonald’s Creates the McTrax, the Playable Placemat

McDonald’s partnered with TBWA Netherlands to create the McTrax, a playable paper placemat that allows restaurant goers to test their creativity.

By the use of conductive ink on the paper placemat, McDonald’s was able to create a paper placemat that when paired with a smartphone, became a playable music station in which people could mix and create their own tracks. The placemat allowed people to select a base beat, create a new sound or melody, or even add effects to recorded sound.

Credits

Agency: TBWA\NEBOKO
Concept: Jan Jesse Bakker, Yacco Vijn, Radha Pleijsant
Client: McDonald’s Nederland
App en tech development: This Page Amsterdam
Placemat development: Novalia, Londen
Programmed beats: Darius Dantes