Campaign: McDonald’s Calls On Temperature Driven Ads

Campaign: McDonald’s Calls On Temperature Driven Ads
SHARE
THIS



McDonald’s is using temperature driven retail advertising and scheduling different product ads for its Loose Change Menu to run across oOh! Media’s retail digital network.

The latest campaign for McDonald’s Loose Change Menu will appear on digital screens in shopping centres across Australia for the next month, with advertising for its Frozen Coke and Choc Waffle Cone appearing when the local temperature hits 27 degrees and its Rump Steak Taster when it drops below 21 degrees.

The temperature parting technology was pioneered by oOh! two years ago to enable contextual advertising and uses the company’s proprietary in-house digital content management system ARGYLE.

oOh!’s head of production John Purcell said: “This McDonald’s retail campaign uses ‘temperature-parting’ that schedules highly targeted and relevant campaigns across our digital screens based on the local temperature in each location.

“Through ARGYLE, live data connections triggers the scheduling of the particular advertising to align with the local temperature. We are able to schedule content right down to an individual panel in a particular location.”

National commercial director sales Phil Eastwood added: “‘Temperature Parting’ is one advantage of digital advertising. Other benefits include advertisers being able to display multiple targeted creative messages, do quick and easy copy changes, as well as advanced features like engaging people beyond the screen using their mobile devices and linking to social media.”

McDonald’s Wraps and Loose Change Menu campaigns will also appear nationally on large format billboards and as part of a wider national campaign to 1 December 2014.

oOh!’s retail network reaches more than 14 million shoppers each fortnight who are in the right mindset to consider sales messages.

In addition to retail environments, oOh!’s technological capabilities are available across the entire digital network of 1700 digital signs that includes big billboards and screens in airports, universities, cafes, venues and sporting facilities across Australia. The ARGYLE platform powers all interactive campaigns across the entire digital network.

Credits

Client: McDonald’s

Media agency: OMD

Creative agency: Leo Burnett

Media: oOh! Retail – Digital

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]