WEBVTT

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The Macca's Around the World campaign brought global flavors together in one

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journey, created for curious people who live to explore,

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across every travel and food trend touchpoint.

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At the center, making 22 international McDonald's products

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contextually relevant. One touchpoint became a must-have:

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the airport. The perfect place to give the new products emotional

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lift-off. Our mission, welcome travelers with a taste of

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home or vacation and boost the path to their next McDonald's visit.

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But airport out-of-home can be tricky: stress, confusion,

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sensory overload all at once. So we had to place our

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products exactly where they mattered most with a custom automated

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first-mover setup from The Trade Desk that matched live flight data to

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trigger digital out-of-home screens at exactly the right moment, right

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place, right product, right language.

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So here's how it actually worked. Flight LH 521

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from Mexico City lands in Munich. As passengers step off the plane,

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targeted digital out-of-home screens light up from the arrival

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gates all the way to baggage claim.

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And right there, the contextual product message appears, the Mexican

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Habanero Ranch, in German for homecomers and in Spanish for

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cultural relevance and instant recognition.

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Captured mobile device IDs via The Trade Desk let us reconnect

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with travelers later in their journey.

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And matching them with restaurant visitor IDs enabled direct conversion

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measurement. So out-of-home became not just visible, but

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measurable. Personalized digital out-of-home screens boosted

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conversion by more than 2.5X. Time to visit?

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Cut by 1.5 days. A clear signal, personalization

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works. And for our customers, the journey didn't end at the

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airport. It continued straight into their next McDonald's

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experience.