Locomizer audience data insights help McDonald’s serve up dynamic McCafé campaign

We are excited to be selected as an audience data supplier for our second OOH campaign for McDonald’s in Ireland. The first campaign was focused on reviving McDonald’s popular MONOPOLY promotion, while this one is all about promoting its range of frozen drinks.

To quote Sign Graphics: “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.”