McDonald’s serves up dynamic McCafé campaign


McDonald’s in Ireland has launched a new digital OOH campaign to promote its range of frozen drinks. To promote the return, McDonald’s has integrated Dynamic triggers into its Digital OOH plan to produce a more disruptive campaign for the audience in the outdoor environment. For the popular frozen strawberry lemonade, temperature and location triggers were introduced to display the real time temperature alongside the panel location to create new bespoke taglines, relevant to the setting. The tailored creative is served via PML Group’s Dynamic platform once the temperature reaches a balmy 18 degrees. The campaign was planned and delivered by the teams in Mediaworks and Source out of home, with creative by Leo Burnett. Affinity groups for ‘Eating Out’ were analysed using Locomizer data and the use of proximity targeting enabled pinpoint precision in targeting key audiences and areas for the brand.