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McDonald’s increases brand preference by 58% with affinity audiences
McDonald’s set out to Increase consideration, intent and loyalty among gamers through a VOOH in-game billboard campaign with age targeting on Adverty.
58%
boost in brand preference
345%
uplift in specific intent
36%
increase in consideration
Introduction
McDonald’s goes VOOH with Pokémon happy meals
As one of the largest quick service food chains in the world, Mcdonald's constantly looks to reach new audiences. To gain visibility among Canadian gamers, it ran a 6-week VOOH in-game billboard campaign for its Pokémon Happy Meals.
Challenge
Build relevance with the next generation of fans and strengthen the emotional connection with families
While gaming can provide advertisers with a highly engaged audience, it offers limited targeting options. McDonald's needs to target parents as well as younger adults (18-24). How can NumberEight's ID-less demographic targeting solution Affinity Audiences help McDonald's penetrate the gaming medium?
Results
Game-changing performance
Running the McDonald’s campaign on Adverty's in-play platform with NumberEight's ID-less demographic solution for 6 weeks in Q4 2023, we drove consideration, intent and brand preference among parents and younger adults.
58%
345%
36%
Solution
The power of data-infused gaming
NumberEight's ID-less demographic solution allowed McDonald’s to target parents as well as younger adults (18-24). The inventory’s demographic split was significantly different to gamers’ average demographic split, thus driving impressions among the relevant audiences.
- Chris Lombardi, President & Co-Founder at APEX Mobile Media
