McDonald's Nerds Out With 'Hamburger Menu' Takeover of Reddit

Today marks the birthday of Norm Cox, who in the ’80s created the Collapse Menu Button—or what’s casually known as the “hamburger menu.” That’s the three parallel lines that compose the menu symbol on a graphical user interface, a design convention so common that most people don’t even think of it. 

The Collapse Menu Button got its nickname, the hamburger menu, because it looks like a hamburger. Sadly, though, you can’t actually get hamburgers from them. 

In honor of Cox, today McDonald’s will change all that.

With agency We Are Unlimited, the burger brand will be taking over Reddit’s own hamburger menu. Reddit mascot Snoo will also sport the Hamburglar costume—say hello to the Snooburglar!—which makes McD’s the third brand that’s ever been allowed to “decorate” Snoo.

Does Snooburglar look happy?

Reddit is the front page of the Internet. We’d qualify that claim with something like the word “arguably,” but we’re not convinced anybody would actually argue the contrary. McDonald’s isn’t, either: It plans to spend the day posting content about how people can finally get a hamburger through the Internet’s own hamburger menu for the first time. 

An AMA (“Ask Me Anything”) will also be held, featuring Norm Cox himself. Catch that live on Reddit at 2 p.m. CT today. Come prepared with questions, but please don’t ask about this.

CREDITS 

Client: McDonald’s, US
Chief Marketing Officer: Morgan Flatley
Vice President of Marketing and Brand Content: Kenny Mitchell
Marketing Manager, US Brand Engagement and Social Content: Joseph Piaskowy
Marketing Supervisor, US Brand and Digital Content: Jaclyn Holtzman
Digital Optimization Manager: Shaurice Terry
Supervisor, U.S. Communications: Jessica Shulze
Manager, Media Relations, Global Communications: Andrea Abate
Manager, Brand Public Relations and Reputation: Emily Lyons

Creative Agency: We Are Unlimited
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
Chief Technology Officer, DDB North America: Alexander Rhea
Executive Creative Director: A. Chris Moreira
Executive Creative Director: Mark Schöller
Associate Creative Director/Art: Jon Leachman
Associate Creative Director/Art: Jon Pliego
Associate Creative Director/Copy: Jeff Barry
Copywriter: Sarah Dembkowski
Art Director: Georgia Taylor
Account Supervisor: Carly Richter
Group Account Director: Chris Bergen
Integrated Project Manager: Andy Sandrick
Lead Developer: Ryan Carlos
Digital Art Director: Jim White
Digital Copywriter: Patrick Winegar
VP, Platforms and Partners: Justin Hood
Talent Manager: Shirley White
Motion Graphics Designer: Shane Swinnea
Senior Motion Graphics Designer: Chris Guy

Production Company: We Are Unlimited
Director: Nikki Calabrese
Director of Photography: Jake Wilganowski
Audio Supervisor: Jack Cline
Production Coordinator: CHRISTOPHER MARTIN
AC: Blake McNay
Editor: Mike Schwab
Audio Engineer: Justin Mayer

Media Agency: OMD
Associate Director of Social Media: Maura McNulty
Group Account Director: Erin Kienast
Media Supervisor: Kelly Martin
Media Coordinator: Marianna Bonadonna

Public Relations Agency: Golin 

Media Partner: Reddit
Brand Strategist: Kyle Rogers
Account Manager: Anthony Gaba