McDonald’s, OMD Hong Kong and Google anticipate hungry moments during the World Cup
To drive McDelivery orders this World Cup season, McDonald’s, OMD Hong Kong and Google have come together to reach excited football fans when they are most hungry. 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.”
1 Comment
How annoying would this be? McD;s, you have not earned the right to keep interrupting me when I am enjoying the football. Sorry.
Plus some problems:
The insight. It is very simple. But not simple in a good way. I have been watching football a long, long time and not once has my excitement on seeing a goal been accompanied bu hunger pangs. This is just nonsense. Please share the research.
Time zones. For HK most of the games kick off past 11pm. I get that McDs has 24 hr delivery but would be nice to see the customer data that shows the number of orders that come in at 3am. That would perhaps deliver (pardon the pun) a better insight.