Many consumers driving along highways in the 10 cities where McDonald's recently launched its digital billboard campaign are likely still scratching their heads and wondering whether the fast food giant is tracking their every move these days. The campaign appealed to so-called 'hangry' drivers — a.k.a. those suffering from hunger-based irritability — who get stuck in traffic.
The boards were set up to show custom content based on the current traffic conditions, a news release said. The campaign, produced by Grand Visual, ran across U.K. billboards from Nov. 6 to 15.
The digital billboards would normally show images of McDonald's products, but during peak traffic conditions, the content would change to the picture of the golden arches with the words, "Stuck in a jam? There's a light at the end of the tunnel."
"This data-driven digital Out-Of-Home (OOH) campaign uses traffic speed to contextualize copy, reaching drivers with targeted and tactical messages that tap into their mindset in that moment," Katie Parker, head of marketing at McDonald's, said in the release.
The campaign spanned 10 cities and seven media owners. QDOT supplied its OOH platform, OpenLoop, to allow real-time analysis of data from Google's Traffic API, which then triggers playback of relevant content, according to the release.