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McDonald's is Seeing Success with Waze in Boosting Ad Results: Marketer's Brief

Date: March 07, 2019


PepsiCo has a new global chief commercial officer overseeing marketing and Church's Chicken has a new CMO. Find out more about the moves in our weekly comings and goings feature at the bottom. But we begin with McDonald's latest move to get inside people's cars to push its burgers.

Putting McD's on the map

McDonald's is buddying up with Waze in hopes of driving better outdoor ad results. The fast feeder, along with Omnicom's Outdoor Media Group, recently partnered with the navigation app maker on a pilot program in Southern California that involved geofencing more than 300 billboards. Whenever a Waze user stopped driving for at least four seconds, a full-screen ad complimenting the one from a nearby billboard would appear on the Waze app and offer the driver the option of driving to McDonald's.

Credit: Waze

Over the initial eight-week run last fall, 8,400 people clicked through and chose to head to a McDonald's, according to the just-released results. It's far from "billions served," but it's measurable. Waze also says there were 6.4 million mobile ad impressions and 1.9 million unique users reached. Following the Southern California test, McDonald's co-ops covering Nevada, Arizona, Houston, Tampa and Orlando have signed up, says Todd Palatnek, who joined Waze about seven months ago as the navigation brand's first out-of-home business lead.


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