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McDonalds Case Study
1. WANTED TO REACH FANS AROUND 2014
FIFA WORLD CUP CONTENT
EARLY MORNING NEWS AND TEAM
UPDATES
TARGET FANS ON THE MOVE WITH
BREAKFAST MESSAGING
30” CREATIVE TARGETING CONNECTED
DEVICES
CASE STUDY PRESENTED BY OMD AT
RAIN EVENT IN LONDON 2014
MCDONALDS & WORLD CUP
2. CASE STUDY – MCDONALDS
Source: Snap Survey
18% 14% 12%
27%
29% 35%
17% 21%
24%
W1 Listeners W2 Listeners W2 Listeners Aware
Very Likely Likely Unlikely
59%
50%
Total Likely:
44%
Q18. HOW LIKELY ARE YOU TO CONSIDER EATING BREAKFAST AT MCDONALDS IN THE FUTURE?
SAMPLE: W1 LISTENERS 319/ W2 LISTENERS 555/LISTENERS AWARE 230
= Significant to 95%
3. RADIO ALLOWED FOR QUICK CREATIVE
TURNAROUND MORNING AFTER WORLD
CUP MATCH RESULTS
MOBILE ALLOWED FOR EFFICIENT
TARGETING AGAINST COMMUTERS
MCDONALDS SAW A 34% INCREASE IN
LISTENERS CONSIDERING HAVING
BREAKFAST AT THEIR RESTAURANTS
ONE TO ONE LISTENING HAS REAL
IMPACT
SUMMARY