Adverts for McDonald’s McFlurrys will receive plays on Global’s DAX platform depending on the local temperature.
The campaign features the thermally activated ads to promote the Galaxy McFlurry and Flake McFlurry, which will run on DAX activated platforms such as SoundCloud and Deezer when the weather is sunny and the temperature is high across most of the UK.
They are part of a larger campaign to sponsor daytimes on Capital, targeting 16-24-year-old festivalgoers.
Mike Gordon, Global’s chief commercial officer, explains: “This is a fantastic way for McDonald’s to reach its audience of young festivalgoers through relevant channels with some great content. The thermally activated ads show how we can use DAX in an incredibly targeted way to promote brands and products at exactly the right moments.”
The ten-week partnership starts this week, ahead of Barclaycard presents British Summer Time with Justin Bieber supported by Martin Garrix and Anne-Marie in London’s Hyde Park on July 2nd, and finishes with Fusion Festival in Liverpool on September 2-3rd. As part of the partnership, Capital’s Jack and Conor Maynard will host a series of videos sharing their experience at festivals.
Emily Somers, vice president of marketing and food development at McDonald’s UK, said: “Our good times campaign is all about recognising the feel good moments that occur at McDonald’s across the UK and amplifying these to make them even bigger and better. Summer is a time to celebrate and share experiences with friends and we’re delighted to be partnering with Global to bring good times to our customers. With tickets to exclusive events up for grabs, and our McFlurry Van back on tour across some of the UK’s biggest music festivals, it’s set to be a summer to remember.