PRADO
CASE STUDY
A CLIENT SUCCESS STORY:
McDonald's Poland 2022
THE BACKGROUND
McDonald’s founder Ray Kroc believed that children are an important target due to the influence they have on their parents. Children not only have purchasing power (and one day may be parents themselves) but they strongly influence their parents’ buying decisions. This is why McDonald’s is the largest toy distributor in the world with 1.5 Billion toys distributed with Happy Meals. It is also the foundation for the symbiotic relationship McDonald’s and Prado’s sister company Kidoz have built together over the years.
With Prado, we reach over 1 Billion parents across tens of thousands of mobile games and apps, and is the trusted partner to help expand McDonald’s reach and awareness in the parents market, in an effective and financially efficient way.
McDonald's
McDonald's Poland wanted to extend influence beyond the children's audience, and use Prado technology to more directly impact Parents. The Parent's audience is spread across thousands of the most popular games that parents play when they are most engaged in mobile gaming during the day.
Why are mobile games the best choice?
Parents are watching less commercial TV and are gaming during prime time instead. Furthermore, YouTube ads are less transparent and consistent, and FaceBook ads are very expensive for highly targeted ad campaigns.
THE CHALLENGE
THE METHOD
Contextual Targeting
The key to unlocking McDonald’s digital strategy was in implementing the Prado contextual targeting engine across the most popular mobile games in Poland.
High Engagement
McDonald’s PL partnered with Prado to accelerate brand awareness and retention by showing 30 second video commercials that parents would opt in to watch completely, in order to gain a positive reinforcement toward advancement in the game at the moment of peak engagement.
Massive Reach:
With Prado’s vast reach, campaigns featuring brands like Big Mac, McWraps, ChickenBox and themes for services such as McDonald’s Drive Through and McDelivery, Brand Trust were launched and promoted across Poland. Each campaign centred on improving profitability by localizing products for the Polish market.
96%
(for REW Video)
*Industry Average is 80%
VIDEO COMPLETION RATE
REACH
2M
IMPRESSIONS
Using
Rewarded Video
THE RESULTS
CONNECT
Level up your next campaign.
Let's work together to grow your reach and see outstanding results.
Tetyana Kovalenko HEAD OF SALES CEE
Tetyana@prado.co