海角大神

McDonald鈥檚 once again is paying homage to the home of the burger with the 鈥淕reat Tastes of America鈥� promotion it has run for the past few years in the UK. But this time it has taken the program up a beat, celebrating music as well as burgers.

Agency Razorfish/London has equipped the chain with a 鈥淔resh Beats鈥澛犅爐hat allow visitors to create soundtracks with customized beats and sound loops. Further, the music effects change in each of the promotion鈥檚 five weeks, pegged to the U.S. city and burger being spotlighted. The first burger was the Chicago Supreme (beef, cheese, bacon, cool mayo and spicy salsa), followed through May 13 by the Nevada Grande (chili mayo, crispy onions, shredded lettuce, cheese and sweet tomato sauce on a chili-topped lattice bun).聽

Remaining burgers in the promotion are the Texas BBQ (beef patty, bacon, 鈥渟ticky BBQ sauce,鈥� crispy onions, shredded lettuce and cheese on a sesame-topped bun), New York Classic (beef patty, bacon, ketchup, mustard, red onion, mayo, shredded lettuce and cheese on a chive-and-sesame-topped bun) and Memphis Special (beef patty, shredded lettuce, cheese, coleslaw and smoky BBQ sauce on a chili-topped bun).

Razorfish Creative Director Anders Plyhm told British site聽, which first reported the story, 鈥淲e wanted to create something that people could get involved with. Something that allows them to get in the mood for a great American burger. We鈥檝e built a fun, intuitive interface and one we think McDonald鈥檚 fans will thoroughly enjoy.鈥�

Razorfish is unit of Publicis, which also owns Leo Burnett, McDonald鈥檚 agency of record in the UK. Razorfish earlier created the聽聽campaign for McDonald鈥檚 in Germany, which invited consumers to invent the next LTO. This crowdsourcing approach to the menu has since been exported to several other European markets.