To drive McDelivery orders this World Cup season, McDonaldâ€™s, OMD Hong Kong and Google will partner up to reach excited football fans when they are most hungry.
Through the market-first application of Googleâ€™s Real-Time Trigger with a Data Management Platform (DMP), McDonaldâ€™s can anticipate the â€śhungry momentsâ€ť during matches ahead of the competition and entice fans with their favourite menu items.
Agnes Lung, vice president of marketing, McDonaldâ€™s Hong Kong, said â€śWe are proud to be one of Hong Kongâ€™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.â€ť
Based on a simple insight that football fans get hungry when excited, the campaign leverages Googleâ€™s Real-Time Trigger technology to push promotional messages along with real-time scores at key moments during a match â€“ 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.
â€śThis campaign is a testament of our endeavour to inject human insights into data technology, a belief which also resonates with McDonaldâ€™s. We look forward to continuing our partnership with McDonaldâ€™s and Google and creating more ground-breaking campaigns.â€ť said Gary Wong, managing director for OMD Hong Kong.