麦当劳让你边吃饭边玩音乐

在荷兰，麦当劳（McDonald’s）希望消费者一边吃着巨无霸汉堡，一边创作音乐。

麦当劳在荷兰的连锁快餐厅推出了一款名叫McTrax的餐盘垫纸，消费者可以在吃饭的时候，敲击出旋律。据《广告周刊》（Adweek）报道，McTrax的创造者是荷兰的TBWA\Neboko公司。该公司与数字制作公司This Page Amsterdam合作创作出了这款垫纸，垫纸由导电油墨、电池和电路板组成。

用户只需把手机放在垫纸上，下载一款应用，然后便可以创作音乐了（甚至可以用来录音）。

TBWA创意技术专家拉达•普雷桑特和数字设计负责人扬•杰西•巴克在一份给《广告周刊》的声明中表示：“这款垫纸使用的纸张，是技术创新的关键。手机只是作为扬声器和屏幕，通过蓝牙可轻松连接到垫纸，让你可以通过扬声器听到音乐。”

麦当劳荷兰市场营销、传播与消费者洞察总监埃尔文•迪托对《广告周刊》表示：“这恰好体现了麦当劳的本质；这里是每个人享受乐趣和体会重要时刻的地方。”

译者：刘进龙/汪皓

In the Netherland’s, McDonald’s want you to make music while eating your Big Mac.

The fast food chain in the country has unveiled a placemat, called a McTrax, that allows customers to bang out tunes as they dine. TBWA\Neboko, which is located in the Netherlands, created McTrax,according to Adweek. The item was developed with This Page Amsterdam, a digital production agency, and is made with conductive ink, a battery, and a circuit board.

To make it work, you place your phone on the mat, get an app, and then compose music (you can even record your voice).

“The paper of the placemat is what makes this technique so innovative,” TBWA creative technologist Radha Pleijsant and digital design lead Jan Jesse Bakker said in a statement to Adweek. “The phone merely acts as the speaker and screen, which is easily connected to the placemat via Bluetooth, making sure you can hear the music on your speakers.”

“This is exactly what McDonald’s is; a place to have fun and experience great moments, for everyone,” Erwin Dito, director of marketing, communications and consumer insight for McDonald’s Netherlands, said to Adweek.