1. Brief

McDonald’s wanted to promote their full menu and take advantage of the changing spring weather with a dynamic digital OOH campaign.

2. Response

The weather and temperature dependent campaign used McDonald’s menu items, styled to look like eight different weather icons for the upcoming five-day forecast.

The creative also included a chip “thermometer” which displayed the live temperature, alongside the weather icon for a specific location.

OpenLoop integrated with the Met Office API feed, updating with relevant creative every hour.

3. Results

The digital OOH campaign was deployed on large format roadside screens across the UK and ran from the 26 to 28 April. PR extended the campaign’s reach as it was featured in major trade magazines worldwide.

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