MarketingPartnersSoutheast Asia

McDonald’s uses dynamic DOOH to unlock deals based on real-time weather conditions in the Philippines

Teddy Cambosa - July 28, 2023

  • Equip yourself with the latest insights and strategies that can future-proof your brand for what's next in the marketing industry. Join our 'What's NEXT 2023: Marketing in Malaysia' hybrid conference on 5 December 2023. Register HERE!

The importance of DOOH campaigns for fast-food chains cannot be understated, especially in an era where digital media consumption is high. With DOOH, brands can strategically target specific demographics and geographical areas, maximizing the impact of their marketing efforts. 

The ability to leverage location-based data allows fast-food chains to deliver contextually relevant content to consumers, ensuring that their messages resonate with the right audience at the right time. 

Moreover, the integration of DOOH campaigns with mobile and social media platforms enables seamless cross-channel marketing, further enhancing brand visibility and amplifying the reach of their promotional content.

In this latest case study, we take a look at how McDonald’s, one of the biggest fast-food chains in the world, utilised DOOH campaigns in partnership with Moving Walls to entice users to their menu, programmed carefully to match the real-time weather conditions in the Philippines.

The Challenge

Popular fast-food chain McDonald’s aimed at launching a new campaign where special “Crave and Claim Deals” would be made available on their mobile app based on real-time weather conditions. This was being done to help their customers keep cool as The Philippines was about to enter hotter days. The brand wanted to communicate these offers through multiple channels but still be able to reveal them only based on changing conditions.

The Objective

The promotion would already be running on the McDonald’s Mobile App tailored to the user’s local weather. The objective of the campaign was to drive users to check for these offers and utilize them.

The Solution

The out-of-home (OOH) media channel was seen as the ideal mass-reach medium to communicate these offers and influence users to check for the offers.  The brand and their agency partnered with us, Moving Walls Philippines, to leverage Programmatic Digital OOH (DOOH) and be able to serve dynamic creatives based on live temperature changes so that consumers could “Beat the Heat”. Programmatic DOOH was also ideal for such a campaign as the deal period was only a few days.

Moreover, the campaign required a few things to align – live local weather, multiple deal creatives, and multiple screens across 7 locations. The campaign was run through Moving Audiences (MAX) platform and we connected to open weather feeds and created custom ad-serving rules.

The Results

The integration of DOOH, the brand app, and digital ads with real-time weather data had a significant impact on McDonald’s “Crave and Claim Deals”. The campaign achieved close to One Million impressions in just 10 days. Due to in-campaign optimization, the campaign also delivered 152% additional measured impressions vs the initial forecast.

In addition, the programmatic DOOH campaign leveraged the powerful capabilities of the MAX platform for precise audience targeting and strategic planning. By utilizing MAX, the campaign successfully reached a predominantly adult audience, with a slight skew toward male viewers. This data-driven approach ensured that the campaign’s content resonated effectively with the desired consumer demographic, maximizing the impact and relevance of the campaign.

Lastly, the campaign demonstrated a 9% lift in the audience exposed to the ad visiting McDonald’s establishments during the campaign. This was measured by observing DOOH-exposed mobile devices that were also seen at McDonald’s establishments.