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Mctrax
案例简介:活动描述 创作音乐真的可以激发年轻人的创造力。这就是为什么麦当劳在荷兰推出 McTrax。一张纸餐垫变成了一个完整的音乐制作站。通过在一张纸上使用导电墨水,人们可以将我们的餐垫连接到他们的智能手机上。每一个接触点都触发了一个完整的 soundbank 来激发他们的创造力。只要选择一个节拍,人们就可以去创造他们自己的声音和旋律。然后,你可以用任何效果来调整你的轨迹。你甚至可以录制自己的声音!这就是我们如何通过在麦当劳展示年轻人的音乐技能来挑战他们的天赋。 战略 谷歌和 YouTube 上 DJ 和制作人教程的搜索量大幅增加,揭示了许多荷兰年轻人的共同梦想。成为著名的,因此许多著名的荷兰 dj 和制作人的例子。这种数据洞察引发了麦当劳拥抱观众的这种创造性野心。简介: 创造一个创新的想法,以鼓舞人心和创新的方式实现他们的梦想。为了积极支持这一创造性的雄心,麦当劳想出了一种新的创新方法来对待他们著名的餐垫。一个技术驱动、社交和移动第一的想法,增加了乐趣,更新了麦当劳的体验。 结果 随着竞选活动最近 (2016年4月21日) 开始,现在分享还为时过早。 概要 荷兰青少年是麦当劳最频繁的访客。但是如何与这些观众保持强烈的情感接触呢?由于他们已经超越了快乐餐,他们倾向于与品牌建立更多功能、价值驱动的联系。麦当劳想把他们的访问转变为一个伟大的时刻和一个快乐的体验,除了他们的餐馆访问。 执行 两个月后,我们从创意到原型再到最终产品。硬件、软件和创意机构合作,将这一想法付诸实践。在设计中,我们专注于制作音乐的直觉本质。支持这一点的主要元素是原色、大按钮、大 (钢琴) 键和超干净的用户界面。纸餐垫由导电墨水和带有 26 个数字触摸点的电路板组成。然而,保持它薄而真实。你放在餐垫中心的手机,主要作为餐垫上互动的反馈屏幕。它支持你在有形的纸上做音乐的整个想法。我们在荷兰的一家麦当劳推出了 McTrax。Facebook 和 YouTube 上的在线视频吸引了更多的观众。
Mctrax
案例简介:Campaign Description 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. Strategy 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. Outcome Too early to share as the campaign started recently (April 21, 2016). Synopsis 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. Execution In two months time we went from idea to prototype to final product. Hardware, software and creative agencies partnered to bring this idea to life. In the design we focused on the intuitive nature of making music. Main elements to support this were primary colours, big buttons, large (piano) keys and a super clean user interface. The paper placemat consist of conductive ink and a circuit board with 26 digital touch points. However keeping it thin but real to the touch. The mobile phone you place at the center of the placemat, functions primarily as feedback screen for the interactions on the paper placemat. It supports the whole idea that you make music on the physically tangible paper placemat.We have introduced McTrax in one McDonald’s in the Netherlands. The online video on Facebook and YouTube reached a wider audience.
Mctrax
案例简介:活动描述 创作音乐真的可以激发年轻人的创造力。这就是为什么麦当劳在荷兰推出 McTrax。一张纸餐垫变成了一个完整的音乐制作站。通过在一张纸上使用导电墨水,人们可以将我们的餐垫连接到他们的智能手机上。每一个接触点都触发了一个完整的 soundbank 来激发他们的创造力。只要选择一个节拍,人们就可以去创造他们自己的声音和旋律。然后,你可以用任何效果来调整你的轨迹。你甚至可以录制自己的声音!这就是我们如何通过在麦当劳展示年轻人的音乐技能来挑战他们的天赋。 战略 谷歌和 YouTube 上 DJ 和制作人教程的搜索量大幅增加,揭示了许多荷兰年轻人的共同梦想。成为著名的,因此许多著名的荷兰 dj 和制作人的例子。这种数据洞察引发了麦当劳拥抱观众的这种创造性野心。简介: 创造一个创新的想法,以鼓舞人心和创新的方式实现他们的梦想。为了积极支持这一创造性的雄心,麦当劳想出了一种新的创新方法来对待他们著名的餐垫。一个技术驱动、社交和移动第一的想法,增加了乐趣,更新了麦当劳的体验。 结果 随着竞选活动最近 (2016年4月21日) 开始,现在分享还为时过早。 概要 荷兰青少年是麦当劳最频繁的访客。但是如何与这些观众保持强烈的情感接触呢?由于他们已经超越了快乐餐,他们倾向于与品牌建立更多功能、价值驱动的联系。麦当劳想把他们的访问转变为一个伟大的时刻和一个快乐的体验,除了他们的餐馆访问。 执行 两个月后,我们从创意到原型再到最终产品。硬件、软件和创意机构合作,将这一想法付诸实践。在设计中,我们专注于制作音乐的直觉本质。支持这一点的主要元素是原色、大按钮、大 (钢琴) 键和超干净的用户界面。纸餐垫由导电墨水和带有 26 个数字触摸点的电路板组成。然而,保持它薄而真实。你放在餐垫中心的手机,主要作为餐垫上互动的反馈屏幕。它支持你在有形的纸上做音乐的整个想法。我们在荷兰的一家麦当劳推出了 McTrax。Facebook 和 YouTube 上的在线视频吸引了更多的观众。
Mctrax
案例简介:Campaign Description 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. Strategy 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. Outcome Too early to share as the campaign started recently (April 21, 2016). Synopsis 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. Execution In two months time we went from idea to prototype to final product. Hardware, software and creative agencies partnered to bring this idea to life. In the design we focused on the intuitive nature of making music. Main elements to support this were primary colours, big buttons, large (piano) keys and a super clean user interface. The paper placemat consist of conductive ink and a circuit board with 26 digital touch points. However keeping it thin but real to the touch. The mobile phone you place at the center of the placemat, functions primarily as feedback screen for the interactions on the paper placemat. It supports the whole idea that you make music on the physically tangible paper placemat.We have introduced McTrax in one McDonald’s in the Netherlands. The online video on Facebook and YouTube reached a wider audience.
Mctrax
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Mctrax
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基本信息
- 广告品牌: 麦当劳
- 发布日期: 2000
- 行业领域: 餐饮/饮食 , 餐饮连锁 , 饮食/特产
- 媒体类别: 短视频
- 广告语言: 英语
- 媒介平台: 网络
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获得奖项:
- Cannes Lions 2016 入围 设计(Retail - Temporary and Pop-Up Environment & Experience Design)
- Cannes Lions 2016 入围 设计(Promotional Item Design)
- Cannes Lions 2016 入围 媒介应用(Use of New Technology)
- Cannes Lions 2016 入围 推广活动(Use of Customer in-Store Experience)
- Cannes Lions 2016 入围 推广活动(Use of Ambient Media: Small Scale)
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