McDonald’s whips up data-driven campaign in UK

McDonald’s has launched Traffic Busters in the UK, a unique roadside campaign that uses traffic data to automate contextual messages, aimed at tempting drivers to visit their nearest McDonald’s restaurant. Digital Signage Connection reports that the campaign reacts to the speed of traffic at each location to deliver tactical messages across premium roadside billboards.

The report states that the campaign, created by Leo Burnett and produced by Grand Visual, features shots of McDonald’s most well-loved burgers, fries and shakes, but when congestion levels rise, and traffic slows, the creative switches to display the brands iconic illuminated golden arches with the simple, relevant, call to action: “Stuck in a jam? There’s a light at the end of the tunnel”.

The media was planned and booked by OMD and Talon and spans multiple screen formats across 10 key cities and spanning 7 different media owners. The dynamic campaign is managed and distributed through QDOT’s digital OOH ad tech platform OpenLoop. OpenLoop analyses real-time data from Google Traffic API and triggers the relevant geo-targeted playout of content to each roadside location.