McDonald’s has hosted an immersive experience at London’s Outernet to mark the nationwide rollout of its “enhanced” core beef burger range.

Created by Red Consultancy and Seen Presents, the experience was a sensory event that played on sight, sound, touch, smell and taste to showcase the range.

McDonald’s harnessed the Outernet’s 8K LED screens inside the Now building on Tottenham Court Road. The fast-food chain immersed the public in the world of its beef range and took them on a journey through the changes that have been made to its buns, patties, onions, cheese and lettuce.

Louise Page, head of consumer communications and partnerships at McDonald’s UK, said: “The launch of the ‘Best burger’ campaign in the brand’s 50th year in the UK was the perfect opportunity to create a truly unique and unforgettable brand experience.

“Our most generous activation yet allows the public to not only take part in the exclusive 360-experience free of charge, but to collect 2,500 points to redeem at a restaurant of their choice to try one of our enhanced burgers.

"The Outernet was the perfect choice for us to have fun with this launch – seamlessly combining the efforts of multiple marketing and communications disciplines to create something exceptional and one of a kind.”

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