The website aims to change the current perception of McDonald's and reinforce its market leader status. It aims to educate and excite users, and reassure non-preferrers that it is 'ok' to eat at McDonald's.To achieve this an innovative, category-leading web presence was designed to be as progressive and perception changing as the company's other initiatives. In this page-less 'brandspace', the conventions of navigation and interaction have been turned-upside-down, allowing visitors to roam free through the content.This communication was primarily targeted at "Non-Preferrers". To convince those who would rather not visit McDonald's, that McDonald's has changed.