The Media Agency OMD For McDonald's Weather-Based Customization

How to keep creative interesting for the new summer desserts menu throughout the summer season while maximizing campaign reach? This was the challenge facing McDonald’s agency as they thought about ways to drive awareness in a relevant way without producing dozens of different creatives.

Using’s Automated Ads, McDonald’s was able to target their ads based on location and local weather data to cities with McDonald’s restaurants. The ad copy and images reflected the real-time local weather conditions in each city.

What could be more relevant than a cold Caramel Frappé on a hot day from a restaurant nearby? The Indulgence Desserts menu items were also promoted as a quick pick-me-up on rainy days.

About Company

OMD Worldwide is a global media communications agency that runs McDonalds' campaigns through the platform.


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