McDonald’s has activated a precision digital OOH campaign to promote its ever-popular ‘wrap of the day’ range.
Using dynamically enabled Digishelters and Digipanels, the restaurant chain is beefing up its Digital OOH content with daily copy changes to reflect the highlighted flavour of wrap on any given day across the current two-week cycle.
Digishelters and Digipanels target key urban corridors and premium footfall city centre locations in Dublin, encompassing key McDonald’s restaurant locations including Grafton Street and O’Connell Street. Commuters, students, office workers and those socialising in the city are all in contact with the McDonald’s messaging. PML Group’s ecos MAPS platform is the market leading location and proximity marketing device.
The campaign, powered by PML Group’s Liveposter platform, is the latest in a succession of multi-network dynamic and precision focused work from McDonald’s. Previous iterations include weather activated content, time of day triggers and social media content.
The campaign is enabled by Zenith and Source out of home, with creative from Leo Burnett.
