Some marketing initiatives can be more playful than others, but rarely are they as interactive as this new collaboration between Spotify and McDonalds.

A Spotify code printed on McDonalds tray liners has given customers a means of unlocking music using their French fries. Customers line their chips with the pattern outline on the tray, chomping them down to size if need be to make them fit. They then scan the layout with their phones which transports them to ‘FriesList’ an exclusive playlist filled with themed tracks with labels like ‘FriTops of the Moment’.

Like another ambitious Spotify collaboration ‘Flavor of songs’, an innovative approach has been used here to marry two very different brands, and professionals from diverse sources have been enlisted to bring it to life. In this case advertising agencies DPZ&T and Leo Burnett Colombia, and sound producer Lucha Libre are the credited architects behind this campaign.

The mutually beneficial collaboration will encourage users to stream on Spotify and will further embed the impression fostered by the McDonalds brand of the buoyant lively experience in store for customers who visit their restaurants.