In Brief

The December 3rd promotion celebrating the inventor of the hamburger menu interface allowed Redditors and visitors to McDonald's site to receive coupons via the latter's mobile app

The term “hamburger menu” refers to the three-bar symbol that allows website users to navigate through a site. In celebration of  the birthday of Norm Cox, who invented the icon in 1981, McDonald’s teamed up with Reddit for a special activation.

As part of the one-day promotion, the three-bar icon appeared as an actual hamburger on both McDonalds’ and Reddit’s sites, and the former offered discounts on its food items to customers who tapped the hamburger on either site. In addition, Snoo, Reddit’s mascot, was dressed as the ‘Hamburgler’ for the day, and Norm Cox even took part in Reddit’s famous ‘Ask Me Anything’ segment.

The main focus for McDonald’s was increasing its mobile subscriber base, taking advantage of Reddit‘s wide audience to gain exposure. The fast food chain has a large number of subscribers on the site, yet discussions are not always positive, so the retailer hoped to reach out to members with the activation help manage its reputation.

McDonald’s

Reddit

The term “hamburger menu” refers to the three-bar symbol that allows website users to navigate through a site. In celebration of  the birthday of Norm Cox, who invented the icon in 1981, McDonald’s teamed up with Reddit for a special activation.

As part of the one-day promotion, the three-bar icon appeared as an actual hamburger on both McDonalds’ and Reddit’s sites, and the former offered discounts on its food items to customers who tapped the hamburger on either site. In addition, Snoo, Reddit’s mascot, was dressed as the ‘Hamburgler’ for the day, and Norm Cox even took part in Reddit’s famous ‘Ask Me Anything’ segment.