McDonald’s has ramped up its digital expertise by hiring former Facebook client partner Lex Bradshaw-Zanger as its first European digital chief, while at the same time relaunching its site on London’s iconic Piccadilly Lights sign with a new creative that allows passersby to interact with the brand.

The appointment of Lex Bradshaw-Zanger follows the arrival of former Amazon senior marketer Atif Rafiq last October as McDonald’s first global digital chief.

According to Marketing Week, Bradshaw-Zanger is tasked with fast-tracking mobile payments and ordering tests alongside developing loyalty, ecommerce and customer relationship initiatives.

The fast food chain claims its new “Little Piccadilly” site is the world’s first digital advertising screen that is “fully interactive” 365 days a year.

Visitors to the site can visit a dedicated LittlePicca.com website to choose from more than 300 million illustrated character combinations, which can be sent directly to the sign to become a “permanent resident” of Little Piccadilly, with the site acting as an “interactive visitors’ book”.

Nathalie Pomroy, McDonald’s UK marketing director, told Marketing Week: “Little Piccadilly is the next step in McDonald’s digital journey, allowing people to interact with this iconic landmark in a unique and exciting way.”