OMD Switzerland and Drop8 are using an innovative cross-media DCO (Dynamic Creative Optimisation) campaign to connect fans of the Swiss national team with McDonald’s unique 1CHF burger promotion.
At this year’s EURO 2024, football fans and McDonald’s lovers can once again look forward to the 1CHF burger promotion on all match days featuring the Swiss national football team. To tie in with this, a clever DCO campaign will display the live scores of Switzerland’s matches in real time on APG|SGA screens.
The campaign will be broadcast on all match days featuring the Swiss national team and kicked off with the first European Championship match against Hungary. A countdown gets the Swiss public in the mood for the kick-off. At the heart of the campaign is the real-time integration of the score into the advertising materials via a live feed, which displays dynamic messages depending on the Nati’s score, thereby lending the campaign additional relevance. In a third phase, the messaging is dynamically adapted to the final result.
“The campaign by OMD Switzerland and Drop8 for McDonald’s, developed in close collaboration with APG|SGA, makes outstanding use of the technically sophisticated DCO approach, thereby ensuring a high level of relevance for the target audiences. We will definitely see more implementations of dynamic campaigns in future, showcasing the wide-reaching and creative possibilities of our medium.” – Michael Pevec, Head of Programmatic DOOH at APG|SGA
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