McDonald’s gets hot and cold in new outdoor campaign

“This dynamic campaign is a prime example of a major brand relating to their consumers”

McDonald’s is turning up the heat on temperature driven messaging in their latest digital out-of-home campaign with QMS, by displaying 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.

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, McDonald’s account manager 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 has 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.”

The campaign, developed in association with Broadsign, will appear across QMS’ premium digital billboard network throughout Victoria until the end of December 2018.

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