Photo: Waze on Mobile Marketer
“McDonald’s earned 6.4 million mobile impressions by tying together out-of-home (OOH) billboards and in-app advertising on Waze, according to case study details shared with Mobile Marketer. The fast-food chain is the world’s largest spender on OOH media and worked with its outdoor agency Outdoor Media Group on the push.
The campaign [Pilot in Southern CA] leveraged more than 300 billboards equipped with geofencing technology in the Southern California market to serve Waze users in close radius an in-app ad format called Zero Speed Takeover. The full-screen ads were served anytime a user’s car came to a full stop for several seconds.
Messages shown in the ads reflected those on the billboards, touting McDonald’s menu promotions, like the limited return of the McRib, and carrying a call-to-action to ‘Drive There,’ wherein Waze navigation guided consumers to nearby restaurants. The campaign resulted in more than 8,400 navigations — meaning a user decided to activate the call-to-action — and reached 1.9 million unique consumers across an eight-week run in October and November last year…
McDonald’s will continue to work with Waze in Southern California through 2019 following the fall pilot and is expanding the partnership to five additional markets: Las Vegas, Arizona, Tampa, Orlando and Houston. ”
— Peter Adams, Mobile Marketer