1. Brief
McDonald’s McCafe wanted to promote McCafe Iced products with a dynamic campaign when consumers would be most responsive – in the heat of summer.
2. Response
The campaign was activated when the temperature in UK cities reached 17 degrees and sunny, when the temperature dipped below this different creative played on the screens. OpenLoop delivered the Iced creative to screens in cities across the UK when triggered by the Met Office API feed. The OpenLoop Media Booking feature meant that bookings were made 48 hours in advance, allowing McDonald’s to determine which creative was best for the weather conditions. Creative was supplied by Leo Burnett for all the formats and animated by Grand Visual.
3. Results
Delivering timely, locally relevant creative, the campaign ran from 22 May to 6 August in 3 phases nationally.
