About McDonald's

As the world's largest multinational fast-food restaurant chain, McDonald's mission is to be the customers' favorite place and way to eat and drink. Their worldwide operations are aligned around a global strategy called the Plan to Win, which centers on an exceptional customer experience – People, Products, Place, Price, and Promotion.

Situation

McDonald's, the biggest fast-food company globally, sought a marketing strategy that would effectively attract their desired target audience to promote their latest McSmart menu. The menu is also suitable for drivers as they can easily enjoy it on the go. Consequently, the marketing campaign was designed to target drivers through the in-car screen directly.

Solution

In order to accomplish this objective, McDonald's collaborated with 4screen and initiated a nationwide in-car marketing campaign that effectively reached drivers across Germany. By featuring the ad on the in-car search, McDonald's succeeded in reaching their intended audience and witnessed a significant boost in sales.

Our collaboration with 4screen allowed us to reach our target audience where they are - on the road. The success of the in-car marketing campaign not only exceeded our expectations but also demonstrated the power of innovative marketing strategies.

- Ariane Gramsch, Manager Marketing McDonald’s Deutschland

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McDonald's achieved an additional >2.700 store visits by utilizing 4screen's advanced In-Car Search feature

With the help of 4screen, McDonald's reached over 580,000 drivers through their in-car marketing campaign and generated over 2,700 store visits. These impressive results highlight the campaign's success in achieving broad reach and high performance.