McDonald's New Billboards Change in Slow-Flowing Traffic
Ellen Smith — November 7, 2017 — Marketing
McDonald's new billboards are hoping to make a driver's commute a little more enjoyable, through implementing traffic-dependent ads, which appear on the highway during peak hours.
During high traffic hours, the ads feature the instantly recognizable golden arches and read "Stuck in a jam? There's a light at the end of the tunnel." During times of the day when the roadway is clear, the billboards present mouth-watering images of the chain's food products. The traffic-dependent billboards hope to encourage highway drivers to grab a quick bite at one of the fast food chain's, making the long commute home a little easier.
The highway billboard ads are currently running in 10 cities across the United Kingdom.
During high traffic hours, the ads feature the instantly recognizable golden arches and read "Stuck in a jam? There's a light at the end of the tunnel." During times of the day when the roadway is clear, the billboards present mouth-watering images of the chain's food products. The traffic-dependent billboards hope to encourage highway drivers to grab a quick bite at one of the fast food chain's, making the long commute home a little easier.
The highway billboard ads are currently running in 10 cities across the United Kingdom.
Trend Themes
1. Traffic-dependent Billboards - Implementing ads that change depending on traffic flow opens up the opportunity for new marketing strategies.
2. Smart Billboards - Innovative avertising experneces that incorporate real-time data like traffic and weather have the potential to revolutionize outdoor advertising.
3. Interactive Billboards - Interactive billboards that engage with drivers and passengers in real-time, such as voice-activated commands, may offer exciting opportunities for brands.
Industry Implications
1. Fast Food Industry - As McDonald's uses traffic to market its food products, food businesses may also want to consider similar marketing techniques when targeting drivers.
2. Marketing and Advertising Industry - Real-time data in ads could create a new paradigm shift in the advertising industry, forcing marketers to think beyond traditional advertising campaigns.
3. Transportation Industry - Transportation companies (e.g. taxis, ride-share services, delivery services) could partner up with outdoor advertisers to leverage real-time traffic data to engage with customers.
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