McDonald's "McTrax" by TBWA\NEBOKO

McDonald's in the Netherlands trialled an interactive placemat that combines a battery and a thin circuit board to create a mixing board.

TBWA\Neboko created the paper placemat, which works in conjunction with a mobile phone equipped with a specific app, and allows users to record audio loops, synths and other effects. McDonald's handed the placemats to consumers during a one-day trial in Amsterdam at the end of April. This Page Amsterdam, a digital production agency, worked with TBWA to create the placemat, which has 26 different features. The The brand and agency are "investigating possibilities" with regards a large scale rollout, according to a spokeswoman.