A self-checkout kiosk is usually about tech interactions over human interactions. (Unless of course, you count the clerk having to help when you screw up royally.) But McDonald's in Canada did a great job of turning this efficiency improvement into part of the bigger brand experience.
To demonstrate the personalization of the new kiosk, Montreal Canadiens players Brendan Gallagher and Alex Galchenyuk bring their competitive sides to the buns as they engage customers to order one of their signature burgers. The teammates trash-talking continues with live on-screen videos (see below) as well as in social media with competing hashtags.
Sports-star power aside, the interesting takeaway (pun intended) is that even a functional service interaction can be a platform to serve up a deeper brand experience. And some big-ass burgers.