At McDonald's, tray liners are more than something to place a meal on: they're an important media platform. In Brazil, 9 million units are distributed daily. For decades the tray liners have gained their own communication campaigns and have already established a true emotional connection with consumers. Considering this, the brand is always looking for innovative ways to impact its consumers through the tray.

We brought together two things that everybody in the world loves, fries and music, to create a delicious experience. We transformed Spotify Code into FriesList Codes. How? In a partnership with Spotify, we created a unique version of the code that can only be read when you position the fries perfectly on the spaces on the tray liner. You can look for the right sized-fries, take a bite to make them fit perfectly or even steal one from a friend, all that matters is to access the playlists and enjoy FriesList.

Our target audience is primarily made up of young people who are passionate about music. A target that is a user of technology and attracted by new trends. A generation that is accustomed to do many things at the same time. So why not offer interactive fun at the moment when they are eating?

The action, which began in April 2019, took place in several McDonald’s restaurants in Latin America. It began in Brazil and Colombia and is now being brought to other countries in the region.

The activation generated great response from the consumers.

In the first day alone, various numbers had great increase:

+28% sales*

+47% volume of transaction*

+250% engagement rate on social media**

* Daily comparable stats over past 28 days.

** Selected Date Range vs. Minute Streamed / Avg Daily Stats Over Past 28 Days.