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Publicis · McDonald's · Argentina
McDonald’s Strengthened Its Loyalty Program with pDOOH and Taggify
The world's most recognized fast food brand used programmatic features to accurately target its audience and promote the use of its loyalty program.
Partners
The campaign ran for one month across billboards and street furniture screens located on avenues, inside shopping malls, and subway stations throughout Buenos Aires.
McDonald’s achieved over 1.3 million impressions in June through programmatic digital out-of-home (pDOOH), leading to a significant increase in app downloads and new loyalty registrations.
THE CHALLENGE
McDonald’s aimed to promote downloads of its loyalty app in high-traffic locations across Buenos Aires. The campaign was executed in collaboration with Publicis Groupe under the message: “What’s better than ordering a Big Mac? Ordering it for free.” The strategy relied on audience targeting, immersive creatives, and real-time optimization to drive meaningful results.
THE SOLUTION
- Audience targeting: The campaign focused on adults and young professionals from middle to high socioeconomic segments. Using behavioral data, Taggify’s platform identified high-frequency zones and activated ads on nearby screens during peak traffic times.
- Immersive creatives: Programmatic technology enabled dynamic messaging throughout the campaign. Each creative featured relatable everyday situations, comparing them to earning loyalty points in the app. A QR code was included in the ads to encourage users to redeem points for their favorite McDonald’s products.
- Real-time optimization: The platform enabled continuous campaign adjustments, allowing for the switching of locations and times to maximize ad performance and ensure the right message reached the right audience at the most effective moment.
As a result of this programmatic out-of-home campaign, McDonald’s boosted engagement with its loyalty app. The combination of optimized impressions and context-aware creatives significantly increased user interaction. This case reinforced the value of programmatic DOOH advertising in reaching key audiences with relevant messages—at the right place and the right time.
