McDonald's upgrades online destination for Japan

The fast food giant’s new site will reportedly offer visitors a more flexible and personalised experience through a ‘landing page optimisation structure’ that provides a range of landing pages depending on the search word used.

Meanwhile the Smile Factory, aimed at mothers and their children, allows users to upload pictures of themselves into an assortment of product templates, such as hamburgers and French fries, whereupon a ‘smile engine’ determines suitable products for consumption based upon each individual’s smile. The images can be downloaded in the form of animated screensavers, computer wallpaper, printable stickers and widgets.

McDonald’s aligned its interactive business with Paragraph DDB in September. The division is headed by Yoshitsugu Nagasaki, who serves as co-president alongside DDB Japan president and chief executive Takeshi Takeda.

Other regional markets in which McDonalds works with DDB include Hong Kong, Singapore, China, Malaysia, Australia, New Zealand and the Philippines.