McDonalds Gets Hot and Cold

McDonalds turned up the heat on temperature driven messaging in their latest digital out-of-home campaign with QMS, by displaying different creative linked to the local temperature at each location.

The highly targeted campaign will see McDonalds display ‘Frozen Fanta’ creative when the local temperature goes above twenty-three degrees and ‘McRib’ creative when the temperature falls below twenty-three degrees.

Steve Bovey, General Manager of Operations at QMS said “This dynamic campaign is a prime example of a major brand relating to their consumers at a localised level through the power of digital out-of-home. By using temperature control technology, McDonalds are able to deliver a highly targeted and engaging campaign that provides strong cut-through and is better positioned to influence their customers’ purchase decisions.”