Digital media are still new enough, still being played with and explored, that some of what’s created with them is done, well, just because we can. That seems a good explanation for McDonald’s France’s creation of a multi-channel Internet site, “280.tv” to promote a burger LTO.
Introduced in 2001, Le 280 burger takes its name from its patty size: a huge 280g or nearly 9.9 ounces. The burger has been a continual LTO favorite, like McRib here, that comes and goes. It returned this week in two versions: the original (beef patty, Emmental and Cheddar cheeses, two tomato slices and onion on a ciabatta roll) and a new build that adds Dijon mustard sauce.
To herald the burger’s return, ad agency DDB created 280.tv: described as “280 TV channels dedicated to the 280.” Visitors to the site can access a guide to all 280 channels–each with its own theme but with the same visual of a rotating 280 burger–or press up or down buttons to move sequentially through the channels. Audio backgrounds vary. For example, Channel 57 is “Country 280” with a twangy country tune. Channel 42 “Top DJ 280” adds disco lighting. A couple is heard talking privately on Pub 280, Channel 56. And so on. All told, we’re given 280 slightly different 30-second TV spots for the 280 burger (eclipsing the 25 commercials shot for McDonald’s Sirloin Third Pound burger campaign in the U.S.). It’s cool they could do it, but it feels like lot of work was done to say “Le 280 is back!” A tweet could have worked.