McDonald's Partners With Google To Anticipate 'Hungry Moments'

McDonald’s partnered with Google and media agency OMD Hong Kong to "drive its takeaway orders during the World Cup," according to SOCCEREX. The chain is using Google’s "Real-Time Trigger" and a data management platform to "anticipate times during matches when fans would become hungry, and entice them to place orders." The real-time trigger allows advertisers to activate display and video campaigns based on "predefined moments or events corresponding to a live or real-world event." The "hungry moments" were calculated based on the insight that fans "get hungry when excited" and were identified as the beginning, halftime, and end of a game, "or whenever a goal is scored." The campaign leverages Google technology to "push promotional messages along with real-time scores at key moments" (SOCCEREX, 7/2).