In the launch of its new fruit smoothie, McDonald’s worked with agencies Moroch and Gloss to target female consumers in the Dallas area. The objective was to raise awareness of the new berry-flavored drink. The strategy was to reach consumers in beauty salons within a 5-mile radius of the selected McDonald’s location. The agencies built a campaign employing various types of media – print promotions and digital messages. rVue identified and booked digital screens located in specific salons.
The result? The campaign was so effective, McDonald’s had to limit sales due to a shortage of berries brought on by the enormous demand. This underscores the precision that only digital place-based media delivers in targeting a consumer in a specific location and time, and in a specific state of mind. Buying a McDonald’s fruit smoothie is just what our target consumer wanted to do after a manicure.