Somebody was paid to come up with an idea that would cause people to market McDonalds on their own. Just think about it for like a minute. The only purpose in creating this thing was so that people would create "mocking" threads on social media and forums which link pictures of the device next to their new line of hamburgers.
The person paid to come up with this deserves a raise. Evidence: this thread. That marketing exec is probably reading this thread, right now, and laughing his ass off at the people who think they are mocking the company all while linking GIFs of the Sweet Barbecue Bacon sandwich.