World Cup provided an excellent context for us to grow our McDelivery service, but the competition was equally intense especially in a food paradise like Hong Kong! While football lovers never short of delivery options, how could we draw football fans’ attention without interrupting their World Cup experience?

Partnered with Google, we leveraged on their REAL TIME TRIGGER TECHNOLOGY, a global first initiative to push promotional message along with real time scores, delivered at key moments during World Cup (i.e. the beginning / half time / the end of a game & a team / player scored) to anticipate the “hungry moments”.

To deliver higher relevancy, different 'teasers' (creative versions) were fed to our predefined segments on DMP, segregated by their past purchase behaviour, preferences and digital footprints. For instance, fans will receive coffee promotion approaching 4am, or a close-up of our new “Spicy Beef Burger” for beef lovers!