McDonald’s came to IBM Watson Advertising looking to generate excitement and awareness around their McCafe limited time specialty coffee offerings, increase engagement, drive consumers in-store to purchase, and measure in-store visits.
To meet these objectives, McDonald’s used high impact branded backgrounds to capture users’ attention and native photo to integrate McDonald’s into the seamless flow of The Weather Channel mobile app.
By leveraging IBM Watson Advertising's 1st party location data, McDonald’s was able to reach millennials who frequent QSR breakfast-style diners, and through audience targeting, target women 18-49.
In addition, IBM Watson Advertising was able to connect mobile ad exposures to physical store visits through a Placed attribution study.
- ~5M impressions
- 168% more efficient cost per visit than category benchmarks
- .71% CTR for mobile branded backgrounds +25% vs. benchmark
- 79% of exposed users visited McDonald’s restaurants within 3 days