Celebrating a World Cup goal? You must be hungry so here’s a burger ad

Football fans in Hong Kong are being served McDonald’s ads when they celebrate a goal in a campaign created by OMD and Google.

The media agency is using Real-Time Trigger technology to push ads just as fans start feeling a bit peckish.

The timings of the ads are based around key moments, such as kick off, a goal or final whistle when we are most excited and, apparently, at our hungriest.

The campaign is promoting the fast food giant’s home delivery service, McDelivery.

A data management platform is also being used by OMD in a bid to deliver targeted ads.

McDonald’s claimed its marketing team is the first to use Google’s trigger technology.

OMD Hong Kong managing director Gary Wong said: “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.”

McDonald’s Hong Kong marketing vice president Agnes Lung, added: “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.”


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