McDonald’s has kicked off the 2012 McDonald’s Flavor Battle, the US DJ competition which is an extension of McDonald’s 365Black platform that celebrates the achievements of African-Americans year round. The Flavor Battle is designed in collaboration with men’s style and lifestyle network Complex Media. 

Photo: a snapshot from agenda.complex.com

Fans are invited to vote online daily for their favorite DJ, each representing one of three McDonald’s big burgers at http://www.flavorbattle.com. The top three winning DJs will compete for a $10,000 grand prize. One DJ will be crowned the 2012 Flavor Battle winner by a panel of celebrity judges. Last January DJ Jake ‘JayCeeOh’ Osher was crowned as the winner of the McDonald’s Flavor Battle.

A custom music mix from each DJ in the competition and a video from iconic rapper, producer and beat boxer Doug E. Fresh, the 2012 Flavor Battle Finale host are also available online. Voters also have a chance to win a McDonald’s Arch card and a trip to attend the Flavor Battle Finale event in Miami, Florida.

Flavor Battle takes place across three sections of the U.S. and each is represented by a McDonald’s big burger. So, Angus Third Pounder stands for East Region, Double Quarter Pounder with Cheese is for Central Region and Big Mac is for West Region.

«McDonald’s Flavor Battle promotion and sweepstakes lets us spotlight our big burgers in a fun and engaging way to our customers who are some of the hippest and trendiest audiophiles, DJs and trendsetters around,» said Rob Jackson, McDonald’s U.S. marketing director. «Flavor Battle immerses our brand in a space where these customers spend a great deal of time, which is online in the digital world.»