Through the market-first application of Google’s Real-Time Trigger with a Data Management Platform (DMP), McDonald’s can anticipate the “hungry moments” during matches ahead of the competition and entice fans with their favourite menu items.
Based on a simple insight that football fans get hungry when excited, the campaign leverages Google’s Real-Time Trigger technology to push promotional messages along with real-time scores at key moments during a match – i.e. at the beginning, half-time, the end of a game, or whenever a goal is scored.
By deploying a DMP, the brand can leverage granular audience insights, such as a favourite purchase item, to deliver more personalised and relevant messaging, away from the clutter of Search advertising.
Agnes Lung, Vice President of Marketing, McDonald’s Hong Kong, said, “We are proud to be one of Hong Kong’s first marketers to use Real-Time Trigger. Besides, the team has done an amazing job to use the learnings accumulated through our data management platform to deliver the most relevant messaging during such a big event for real business results.”
Gary Wong, Managing Director for OMD Hong Kong, added, “Data technology continues to advance every day and we are proud to be part of its evolution alongside Google. Our partnership with them enables us to give our clients first-hand exposure to new technologies ahead of their competitors. This campaign is a testament of our endeavour to inject human insights into data technology, a belief which also resonates with McDonald’s. We look forward to continuing our partnership with McDonald’s and Google and creating more ground-breaking campaigns.”
Source: Campaign Brief Asia