Multi Channel Network (MCN) has launched an activation for the new ‘made to order’ McDonald’s product Create Your Taste devised in partnership with OMD FUSE. The experiential campaign will see the new offering taken out of the restaurant and onto the road, with a fully customised food truck experience.

The activation allows customers to design their own fresh gourmet burgers from a Create Your Taste branded food truck, turned pop-up restaurant, which will be touring the country with executions at a range of high profile events. The campaign kicks off at the OZ Comic-Con Pop Culture event, at the Melbourne Convention Centre. These experiential activations will be amplified across MCN’s TV and digital platforms to maximise reach and engagement in Create Your Taste. MCN multiply activations group manager Kelly Carey said: “MCN is breaking new ground to create one-on-one interactions with consumers, within environments they are incredibly passionate about.It is very innovative for a media owner to be able to deliver such a unique execution in-house and MCN is thrilled to be leading this part of the Create Your Taste campaign.

“We have created a platform which allows the brand to engage with fans on social media and to encourage them to share their food creations. Ultimately, we are connecting McDonald’s directly with their desired audience, and through the strength of MCN’s offering, showcasing their new messaging and positioning.”

Customers can share their personalised burger creation with the hashtag #createyourtaste. OMD Fuse communications director, Aaron Miller, said: “When we started this project we identified early on that MCN was the ideal partner to help us deliver this campaign. Their experience in large scale integrated campaigns and wide reaching audience base, are just some of the reasons why our partnership with MCN on this project really works.

“The key to this campaign is trial and this project does just that, gets the product into people’s hands within environments you wouldn’t expect to see McDonald’s.” McDonald’s Australia national marketing manager, Jo Feeney, commented: “MCN and OMD FUSE have worked with us to bring to life our very ‘Un-McDonald’s’ campaign positioning, which is  all about showing audiences a very different offering with Create Your Taste compared to what their pre-conceived ideas of McDonald’s may be. The strength of the activation tour allows us to directly connect with consumers face-to-face to demonstrate the uniqueness of this new offering. The customer can then continue on a journey with the brand through online and across different screens. We love the creativity of the campaign and how it creates a memorable experience for customers.” The activation will be rolled out across eight national events up until December and is proposed to continue into the New Year.