McDonald’s, the global QSR, used its popular Monopoly app, based on the board game, to optimise its digital advertising and drive footfall in Australian stores.
As take-up of the game has grown, what used to be a paper-based competition has had to transition to an app to cut down printing and distribution costs. This, however, opened up the opportunity to leverage the app’s data elsewhere in its marketing.
At the I-COM Data Creativity Awards (Malaga, May 2019), Peter Falcone, Director of Analytics at the ad server company Flashtalking, described the challenges that the client put. First was to auto-optimise ad...