In a bid to expand its influence beyond the youth demographic, McDonald's sought to leverage the Prado technology to directly engage with parents. With the parent audience immersed in thousands of popular mobile games all over the globe, McDonald's aimed to seize opportunities during their peak engagement periods throughout the day, enabling highly targeted advertising strategies.
Utilizing Prado's Contextual Targeting Engine, McDonald's achieved remarkable success, by showcasing 30-second video commercials during peak engagement moments in the top gaming apps enjoyed by parents .The campaign featured popular products like Big Mac and McChicken sandwiches, along with McDonald’s drive-thru. This targeted marketing effort and data-driven approach enabled real-time campaign adjustments, ultimately ensuring optimal ad performance.
This strategic approach led to a notable increase in brand awareness and retention, with an incredible 96% video completion rate - which is over approximately 16% above the industry average!
VCR for REW Video(Industry Avg is 80%)
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