With summer upon us and the weather finally heating up, McDonald’s has activated a temperature sensitive Digital Out of Home campaign for its McCafé Iced range, using PML Group’s Dynamic platform to manage and deliver optimised content.
The campaign sees the digital ads switch creative seamlessly once the temperature outside reaches a minimum level of 15 degrees Celsius. Dynamic automatically initiates the copy change, delivering content that is relevant and engaging.
The platform also works across multiple media owner networks and, in the case of McDonald’s, is incorporating digital OOH screens from JCDecaux, Exterion Media and Wide Eye Outdoor.
Supplementing the Dynamic Digital is a national 6 Sheet campaign comprising Bus Shelters, Adshel, Adbox, Metropanels and PurchasePoints.
The campaign was planned and delivered by the teams in Mediaworks and Source out of home, with creative by Leo Burnett. It is set to run across various cycles in June and July.
Commenting on the campaign, a spokesperson for McDonald’s said: “As temperatures start to rise across Ireland our new Dynamic Digital Out of Home advertising will highlight to our customers the latest thirst quenching drinks available from our McCafé Iced range. Like everyone we’re hoping for a hot summer but coffee lovers need not despair whatever the weather we will still be serving our popular hot drinks selection including our new flat white!”
Orlagh Keane, Senior Account Manager, Source out of home, added:“We’re delighted that McDonald’s are the latest advertiser to engage Dynamic, and the weather trigger was ideal in delivering on the objectives for McCafé Iced. At PML Group, we are looking forward to unveiling more exciting, Dynamically driven campaigns across the summer so watch this space!”