Three audiences, three distinct messaging strategies
Using Blueprints, GroundTruth built three audiences for OMD Germany that included families engaged in leisure time, people who were in close proximity to a McDonald’s restaurant, and consumers who had visited a competitor and were likely to be receptive
to fast food messaging. All three audiences were presented with tailored McDonald’s messages relating to where they were in the moments that matter most.
GroundTruth’s proprietary BlueprintsTM technology draws polygons around specified points of interest, so McDonald’s could tightly target its primary audiences while OMD Germany effectively measured the impact of the campaign.
Tracking visits from location-targeted creative reveals a high return on investment
Susan Schramm, CMO, McDonald's Germany (Dmexco presentation, Sept 17)