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McDonald's drives 8.4K in-app actions by tying geofenced billboards to Waze

  • 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 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.

Full story - and more insight via Marketing Dive.

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