McDonald’s were seeking to use the power of location data to remain a leader in the German fast food market.
Our location solutions.
Using Blueprints, GroundTruth built three audiences for OMD Germany that included families engaged in leisure time, people who were in close proximity to a McDonald’s restaurant and consumers who had visited a competitor and were likely to be receptive to fast food messaging.
All three audiences were presented with tailored McDonald’s messages relating to where they were in the moments that matter most.
GroundTruth’s proprietary BlueprintsTM technology draws polygons around specified points of interest, so McDonald’s could tightly target its primary audiences while OMD Germany effectively measured the impact of the campaign.
Case Study / McDonald's
Tracking visits from location-targeted creative revealed a high return on investment.
A high proportion of people who saw the McDonald’s message and then went on to visit the store did so within an hour.
Happy Meal promotion was specifically successful, with a large number of the exposed audience identified within a McDonald’s restaurant within 6 hours of the ad.