RAM: Web Watch -- Talkin' Smack
McDonald's launched the site in August with the 2005 fantasy football draft. In the upper right corner of the screen is the arched "M" logo, an image of a Big Mac, and the phrase "Brought to you by Big Mac at McDonald's." Beyond that, the site is all about the smack, not the Mac.
Created by Tribal DDB, Chicago, the site greets visitors with the "Coach Customizer," where they can create their own coach by dragging and dropping onto a blank face their choice of eyes, ears, nose, mouth, hair, eyebrows, and sunglasses. (It would be great if each element snapped into place, but they have to be sized down to fit.) Once the coach is created, it's time to let him snarl.
By stringing together various words and phrases from the "Smack Book," users create unique sentences that the coach hurls once the "Preview" or "Send Smack to a Friend" buttons are activated.
The drag-and-drop feature with e-mail option creates a lot of viral interaction. If users had the option of a suitably non-snarling voice, they might have their customized coach say, "I'm lovin' it."