McDonald’s has launched an innovative Out of Home campaign integrated with dynamic capabilities to help settle the debate that has been stirring since it launched the Big Mac with bacon – Is a Big Mac still a Big Mac if you add bacon?
To help intensify the conversation, dynamic enables percentage results and location shout- outs to be broadcast on digital formats across Ireland’s main cities.
In a media first, screens are populated with results from an online poll facilitated by McDonald’s partnership with Joe.ie, where users cast their vote using associated hashtags (#NotABigMac #StillABigMac). The results are ingested into PML Group’s Dynamic platform to showcase how people are voting in the Big Mac debate.
The wider OOH campaign, with an extensive classic and digital portfolio, aims to build strong awareness of the iconic burger with a twist, as well as spark a conversation among the audience. The campaign extends across all environments displaying on JCDecaux, Exterion Media, Clear Channel and Wide Eye Outdoor networks to ensure maximum visibility alongside proximity targeting and POS influence.
Mediaworks and Source out of home were responsible for the OOH planning and placement while creative was provided by Leo Burnett. Running from 4th– 24th February, day part scheduling will be employed in cycle 4 across Retail & Commuter Digital with the Dynamic content scheduled to display after midday.
According to Jennifer Power, Senior Media and Marketing Manager at McDonald’s: “Out of Home continues to be an integral reach driving part of our media plans in McDonald’s and the innovation that we are seeing coming into this channel is really exciting from a brand perspective.
It enables us to become more agile and disruptive when communicating with our busy consumers. Dynamic scheduling combined with great creative gives us a great opportunity to be more targeted and contextually relevant thus delivering more campaign cut through than even before.”
Orlagh Keane, Senior Account Manager at Source out of home adds: “The McDonald’s campaign is a great example of serving Dynamic ads in a smart and innovative manner. By adding a fun and captivating element to a strong OOH plan, the campaign delivers both impact and engagement.”
“Outdoor plays a very critical role in bringing the Big Mac campaign to the nation. The dynamic element of the campaign allows us to propel the debate into everyday life, amplify the conversation by tailoring the message to the specific location; and tap into people’s natural curiosity. It simply makes it more relevant,” concludes Emer Lawn, Director at Mediaworks.
