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.”
Steve Jones is regular contributor to Mumbrella in Australia and Asia having held the title of chief reporter for several years. He is a journalist with more than 30 years experience and has worked for a number of consumer and trade titles in the UK and Australia
Have your say