McDonald’s Launches Weather Reactive DOOH Campaign for McCafé Iced

June 14, 2019
Charlotte Jones

Weather Reactive Digital OOH - McDonald's McCafe Iced

To promote the cold drinks available on its McCafé Iced menu, McDonald’s has launched a weather reactive digital OOH campaign.

The UK-wide campaign showcased the brands’ latest cold drinks, just in time for Summer. Created by Leo Burnett, the bright campaign creative featured two cold drink products, “Strawberry Lemonade” and “Millionaire’s Frappe.”

When temperatures rose above 22 degrees Celsius, campaign creative was played out on screen. If temperatures rose above 25 degrees Celsius, campaign creative updated to also include the live temperature and city name. During the evening as the temperature dropped, the live temperature and city name was removed from the creative.

The campaign was produced by Grand Visual, with planning and buying by OMD and Talon. OpenLoop, the DCO ad server from ad tech specialist QDOT, took the weather API feed to update creative in real-time. Live from 27th May, the campaign will run through to 28th July 2019.