Case Study

McDonald’s: Increasing Engagement with Weather Synced Social Ads

McDonald’s Brazil worked with Adglow to promote the McFrozen, a new frozen soft-drink. They wanted to generate maximum engagement with this refreshing new product during the hot summer months.

Adglow integrated weather-sync technology with our proprietary social advertising platform, ADAM, to trigger McFrozen Facebook ads in alignment with the real time local weather conditions in 50 different cities across Brazil.

By integrating ADAM with AD-Pure’s weather sync technology, we were able to recognise in real time whether target cities were experiencing warm, hot, or scorching local temperatures.

Depending on those temperatures, ADAM triggered the matching ad creative to run in locally-targeted Facebook campaigns. And if it was raining, or the local temperature wasn’t hot enough, no McFrozen ads would run.

Through this approach, Adglow served highly relevant, tailored ads that directly addressed the local weather conditions that the target audience was experiencing at that moment.

The result was a campaign that delivered +195k targeted and localised engagements with McFrozen promoted Facebook posts.

According to Guilherme Coe, Corporate Marketing Manager LATAM at McDonald’s:

“We believe in message relevance and the solution provided by Adglow gave us the perfect tool to launch a product sensitive to the weather by delivering the right creative to the right audience at the perfect time.”