During EURO 2024, McDonald’s fans were able to enjoy a hamburger for just CHF 1 on all match days when the Swiss national team was playing. This promotion was displayed in real time alongside the Swiss team’s current score on eBoards and ePanels at Zurich Airport. A countdown got the Swiss public in the mood for the kick-off of the matches. At the heart of the campaign was the integration of the score into the advertising materials via a live feed, which displayed dynamic messages depending on the Swiss national team’s score, thereby lending the campaign additional relevance. In a third phase, the messaging was finally automatically updated to reflect the final result.