McDonald's launches temperature driven ad
Weather-based ads introduced into its new campaign.
McDonald's has announced the launch of its temperature driven retail advertising, in partnership with oOh! Media. The chain will be scheduling different product advertising for its Loose Change Menu based on the hotness and coldness of the weather.
The latest campaign for McDonald's Loose Change Menu will appear on digital screen in shopping centres across Australia for the next month, with advertising for its Frozen Coke and Choc Waffle Cone appearing when the local temperature rises above a predetermined temperature and its Rump Steak Taster when it drops below a predetermined temperature.
oOh!'s head of production John Purcell said: “This McDonalds 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.”
