McDonald's is to launch a campaign to celebrate its 40th year in the UK, beginning with a specially created anniversary website that includes Google’s speech recognition API, ahead of the rollout of above-the-line activity.
The ‘Celebrating 40 Years Together’ campaign will see customers share their memories of the brand through the dedicated website, created by Razorfish, and will also include a TV and out-of-home campaign by Leo Burnett.
The use of speech recognition on the site will be one method that customers can share their memories, with their words appearing on the screen as they speak. An animated poster using Google fonts will then be created to give each contributor a unique piece of content.
Steve Hill, head of marketing, brand and experience at McDonald’s, said that the brand had been “in the background” of countless moments in the UK for four decades.
“This new campaign gives our customers the opportunity to be part of our celebration by sharing their memories in a creative and unique way,” he added.
Cyril Louis, creative director at Razorfish, explained: “We built an engine to interpret the feeling behind each story shared. The system chooses colours, fonts, icons and animation accordingly. The finished posters can be explored by selecting a decade, theme or by scrolling through the webGL gallery.”
Display, mobile and digital out-of-home elements of the campaign have also been created by Razorfish.