McDonald’s have partnered with Google to use real-time trigger’s to drive McDelivery orders during the World Cup.
Working with media agency OMD Hong Kong, McDonald’s harnessed Google’s Real-Time Trigger and a data management platform (DMP), to anticipate times during matches when fans would become hungry and push ads to entice them to place orders.
The “hungry moments” were calculated based on the insight that football fans get hungry when excited and were selected as the beginning, half-time, end of a game or whenever a goal is scored.
The campaign uses the Google technology to push promotional messages along with real-time scores at key moments while the DMP helps collect insights, such as favourite menu items, to provide greater personalisation and relevancy to the messaging.
Agnes Lung, vice president of marketing, McDonald’s Hong Kong, said the brand was one of the first to use the Google technology. “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, said, “This campaign is a testament of our endeavour to inject human insights into data technology, a belief which also resonates with McDonald’s.”