The approach, capitalise on thousands of engaged listeners by creating an exclusive custom traffic report. In a radio first, McDonald’s went beyond sponsorship to create solutions to traffic blocks using station editorial and capture attention. McTraffic was established across 10 major markets providing listeners alternative routes around the latest traffic problems, and directing them to the closest restaurant as reward for their success. Traffic reporters across the country had McDonald’s locations mapped into their computers so referencing a restaurant location was always easy, precise and immediate. Coordinating station efforts was complex, as it required significant alterations in the standard delivery of traffic content. At launch, scheduling of McTraffic was layered over free biscuit and free coffee promotions to ensure commuters were able to feel good twice – first by avoiding traffic and secondly via a free offer. The integrations became so organic that listeners were truly being provided a service.

Results: ConfidentialCampaign results were exceptional, placing McDonald’s well on the way to being a breakfast icon. With McTraffic embedded in editorial, DJ chatter outside of the traffic report was numerous, natural and free. McDonald’s became a part of the show, which is completely out of the norm for the industry, to differentiate and out-smart the competition!•Early data indicates that this promotion will deliver higher ROI than brandsell radio as measured via independent economic modeling