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.”