Fast food giant McDonald’s is turning up the heat on temperature-driven messaging with a new out-of-home campaign via QMS Media.
The campaign displays different creative linked to the local temperature at each location.
The highly targeted campaign will see McDonald’s display ‘Frozen Fanta’ creative when the local temperature goes above 23 degrees and ‘McRib’ creative when the temperature falls below 23 degrees.
The campaign, developed in association with Broadsign, will appear across QMS’ premium digital billboard network throughout Victoria until the end of December.
Steve Bovey, general manager of operations at QMS, said: “This dynamic campaign is a prime example of a major brand relating to their consumers at a localised level through the power of digital out-of-home.
By using temperature control technology, McDonald’s are able to deliver a highly targeted and engaging campaign that provides strong cut-through and is better positioned to influence their customers’ purchase decisions.”
Luke Trask, account manager for McDonald’s at OMD, said: “We are always looking for ways to optimise our activity to ensure we are serving the right message at the right time to consumers.
“QMS have ensured the process has been easy to implement and very effective, so we are really pleased with the way these campaigns are coming to life and delivering on McDonald’s’ sales objectives.”
In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]
After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.
Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]