McDonalds believe that music can really trigger creativity in young people. Working with Novalia and partners TBWA/Neboko and This Page, the McTrax project brought an interactive musical experience direct to consumers in store.
The McTrax project utilised Novalia’s conductive ink technology to create a paper placemat with integrated bluetooth connectivity, turning diners’ trays into full music production stations.
Connecting the McTrax placemat to a smartphone launched the experience, with diners then able to select different background tracks, effects and tempos on the placemat to create their own mix, with visual feedback on the smartphone screen.
The project garnered worldwide media attention and was featured in Engadget, Adweek and Fact magazine.