McDonald's Introduced a Music-Producing Placemat in the Netherlands

Create a track while scarfing down a Big Mac.

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If you’re the type who can’t even make it through a full meal without picking up your smartphone, KFC had you covered last year with its Tray Typer — a Bluetooth-enabled tray that connects to your smartphone so you can text your friends and keep your greasy fingers off the screen. The idea was so good that McDonald’s has taken a page out of the Colonel’s book to introduce its own fancy fast food gadget: McTrax. Offered up last month exclusively at the chain’s Netherlands locations, the device took the idea of the Tray Typer and added a musical touch: instead of texting, McTrax — created alongside ad agency TBWA\Neboko and digital production studio This Page Amsterdam — was essentially a mobile production studio, allowing guests to craft their own tracks via a bunch of included loops, effects and samples before uploading their creations to their own connected smartphones.

Sadly, McTrax may not make its way stateside — their are currently no plans for an additional rollout following its uber-limited Dutch debut on April 22.

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