For the 2022 FIFA World Cup tournament, McDonald’s rolled out their largest global campaign to date, “Wanna go to McDonald’s?” — a global celebration of the world’s most loved sport that engaged fans around the world, united by their shared love of football and McDonald’s.
In Singapore, the concept of the programmatic display campaign was focused on using live tournament data to sustain the excitement and anticipation of matches, as this would contextualise the “Wanna go to McDonald’s?” call-to-action in the most compelling ways and help the brand to maintain top-of-mind
recall and consideration of the World Cup menu.
The Adzymic Solution
Strong and seamless collaboration amongst the McDonald’s Marketing team and the supporting agency teams in OMD, Leo Burnett and Adzymic led to a well-executed campaign that took real-time contextualised marketing to the next level on the programmatic display channel.
Custom-built brand templates – bespoke templates aligned with McDonald's corporate guidelines ensured the DCO campaign remained on-brand, preserving the integrity of their corporate look and feel. Fixed placeholders for products and texts facilitated swift adaptation for various promotions, enabling the use of custom templates for multiple product variations.
Context always on-point – DCO via API generated multiple banner variants according to tournament status such as countdowns to upcoming matches each day, post-match live scores, during-match progress updates. Live World Cup information drew the attention of consumers, sustained the excitement and made the call-to-action ever more compelling, underscoring the brand message.
Meal Deals always on time – a second method of DCO was employed simultaneously, which was using McDonald’s first-party information such as their breakfast set meal items, World Cup set meal items, and different mobile app deals each day. The respective meal offers per-daypart, call-to-action buttons and hyperlinks were populated into the banner variants, systematically building all the required iterations for the campaign.
DCO adtech proved instrumental in McDonald's World Cup programmatic campaign, delivering a highly effective and engaging campaign with dynamic, real-time content. Over 190 banner variants were generated during the campaign, powering a robust suite of creative assets over the important season. This generated greater brand awareness and drove higher performance, in an innovative and cost-efficient manner.
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