McDonald's turned live weather into deals, and lifted store visits 9% in 10 days.
Philippines · 10-day flight · Dynamic DOOH · live weather data · footfall measurement
▸ The Challenge
McDonald's was launching Crave and Claim Deals that only unlocked in its app when local weather hit certain conditions. The offers needed mass-reach promotion, but could only be revealed as conditions changed.
▸ What We Did
- ▸Connected open weather feeds to the buy through the Moving Audiences (MAX) platform
- ▸Wrote custom ad-serving rules so creative changed with live local temperature
- ▸Ran dynamic creative across multiple screens in 7 locations in the Philippines
- ▸Matched DOOH-exposed mobile devices against McDonald's stores to measure visits
Why it worked: The screen only showed the deal when the weather made it relevant, so the trigger in the street matched the trigger in the app.
▸ The Proof
9%
Lift in exposed audiences visiting McDonald's
~1M
Impressions delivered in 10 days
152%
Additional measured impressions vs forecast
McDonald’s × Moving Walls · PhilippinesSource: campaign reporting · September 6, 2023 · movingwalls.com
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