Double Quarter Pounder With IMEEM

I’ve been hunting tracks on IMEEM, the soc net for music and video lovers, of late. As such, I sometimes see things I otherwise wouldn’t have. Things like this:

When you click the McAd, it opens a stream of pop songs. When you land on that page another McAd is there to greet you and drive you to The Reality House Show:

To recap, McDonald’s is attaching it’s dollar menu to pop music on IMEEM, and in a separate move is developing original content to support the menu.
I’m a fan of attaching content to a brand’s messaging and a fan of developing original content. But I like to see a thread of connective tissue run between them. I guess McD’s is saying pop music = pop menu. But if they are saying that, it’s not coming in loud and clear.