World Cup provided an excellent context for McDonald’s to grow its McDelivery service, but the competition was equally intense in a 24/7 food paradise like Hong Kong! While football lovers never lack delivery options, McDonald’s saw a need to draw their attention without interrupting fans’ World Cup experience.
ANTICIPATING WORLD CUP FANS’ HUNGRY MOMENTS is the idea saw the fast food chain leveraged on data-driven insights along with Google’s Real-time Trigger Technology to deliver a personalized menu to World Cup fans. Worked along with DMP, McDonald’s were able to entice football fans at the most relevant moment, with the most suitable menu!
By anticipating hungry moments McDonald’s enjoyed tremendous success during the World Cup period, the digital banners delivered +33% click-through rate with CPCs reduced by 15%; pages view of McDelivery site +29%. Last but not least, purchase intent also increased dramatically with the Google Search Index surged 200% during the campaign period!