McDonald's Japan tries their hand at viral marketing

Well, McDonald's Japan is looking to introduce a new kind of hamburger in 2009. In order to create some buzz about it, they opened up two special stores in November of 2008. These stores, in Omotesando and Shibuya, were decorated solely in black and red, with tasteful trendy furniture (sofas, even!) and absolutely no McDonald's logos anywhere. The menu consisted of two value sets; A single or a double burger, fries and either Coke or coffee.

What is this newfangled special burger?

More info here.
Pictures can be seen here.