Official FIFA World Cup sponsor McDonald’s is aiming to take advantage of this summer’s tournament through a range of activations. The latest is trying to anticipate when fans might become hungry during games, and then targeting advertisements in real time that might trigger orders through McDelivery.
“The team has done an amazing job to use the learnings accumulated through our data management platform to deliver the most relevant messaging during such a big event for real business results,” said VP of marketing for McDonald’s Hong Kong, Agnes Lung, in a statement.
The system works through a partnership with Google and the media agency, OMD Hong Kong.