在荷蘭，麥當(dāng)勞（McDonald’s）希望消費者一邊吃著巨無霸漢堡，一邊創(chuàng)作音樂。

麥當(dāng)勞在荷蘭的連鎖快餐廳推出了一款名叫McTrax的餐盤墊紙，消費者可以在吃飯的時候，敲擊出旋律。據(jù)《廣告周刊》（Adweek）報道，McTrax的創(chuàng)造者是荷蘭的TBWA\Neboko公司。該公司與數(shù)字制作公司This Page Amsterdam合作創(chuàng)作出了這款墊紙，墊紙由導(dǎo)電油墨、電池和電路板組成。

用戶只需把手機放在墊紙上，下載一款應(yīng)用，然后便可以創(chuàng)作音樂了（甚至可以用來錄音）。

TBWA創(chuàng)意技術(shù)專家拉達?普雷桑特和數(shù)字設(shè)計負(fù)責(zé)人揚?杰西?巴克在一份給《廣告周刊》的聲明中表示：“這款墊紙使用的紙張，是技術(shù)創(chuàng)新的關(guān)鍵。手機只是作為揚聲器和屏幕，通過藍(lán)牙可輕松連接到墊紙，讓你可以通過揚聲器聽到音樂?！?/p>

麥當(dāng)勞荷蘭市場營銷、傳播與消費者洞察總監(jiān)埃爾文?迪托對《廣告周刊》表示：“這恰好體現(xiàn)了麥當(dāng)勞的本質(zhì)；這里是每個人享受樂趣和體會重要時刻的地方?！?/p>

譯者：劉進龍/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.