1. Brief
McDonald’s wanted to build anticipation and desire for their Great Taste of America burgers which were available for a limited time only.
2. Response
The dynamic digital OOH campaign updated campaign creative based on the location and the featured burger. The Burger Creative displayed the name of the city and a dynamic countdown letting the public know how long the limited edition burger would be available for. Dynamic creative was distributed using OpenLoop to 842 screens in 44 different cities across in the UK.
3. Results
The McDonald’s campaign capitalised on people’s desire to not miss out on the limited edition burgers and ran nationally from 17 May to 11 July.
