1. Brief
To promote the cold drinks available on its McCafé Iced menu and target consumers this Summer, McDonald’s launched a weather reactive digital OOH campaign.
2. Response
Created by Leo Burnett, the dynamic campaign creative features two cold drink products, “Strawberry Lemonade” and “Millionaire’s Frappe.” When the temperature rose above 22 degrees Celsius, campaign creative was played out on screen.
If temperatures rose above 25 degrees Celsius, campaign creative updated to show the live temperature and city name within the creative. OpenLoop, the DCO ad server from ad tech specialist QDOT, integrates the weather API feed to update creative in real-time.
3. Results
The campaign was live from 27th May through to 28th July 2019.
