McDonald's South Africa says that as the climax built to the FIFA World Cup 2022 final on Sunday, 18 December 2022, its ensured that fans across the country were kept abreast of the scores in all 64 matches, with Digital Out-of-Home (DOOH).

A first for South Africa, McDonald's partnered with Primedia Outdoor and Primedia Malls to deliver real-time FIFA World Cup soccer scores on 121 digital screens across the country.

The franchise adds that the campaign created added fan enthusiasm for McDonald's and the FIFA World Cup 2022, as commuters and shoppers were thrilled to see the live scores, along with prominent McDonald's branding for the month-long FIFA World Cup 2022 campaign.

"Soccer is one of the most watched sports with a powerful following in South Africa and, as one of the primary sponsors of the 2022 FIFA World Cup, we wanted to create a truly unique Out-of-Home (OOH) experience, bringing the World Cup to the fans through the use of technology," says Daniel Padiachy, executive for marketing, supply chain and technology at McDonald's Spouth Africa.

With over 1800m² of digital signage on busy roads at key commercial commuter nodes and malls, the campaign enabled McDonald's South Africa to adapt elements of its DOOH creative in real-time without any manual intervention.

"We were delighted to partner with Primedia Outdoor and Primedia Malls in executing this first-to-market digitally innovative campaign across one of the largest digital OOH networks in South Africa, extending the reach of the campaign into various out-of-home environments," says Paul Clarke, OOH specialist at OMD.

"Having this campaign live across multiple screens and environments ensured that McDonald's South Africa reached audiences at key touchpoints along their daily consumer journey," adds Clarke.

Jorja Wilkins, marketing and marketing services executive at Primedia Outdoor, says, "Dynamic and programmatic opportunities in DOOH enable brands to create a higher level of contextualisation within the OOH environments in real-time."

"At Primedia, we constantly look for new and exciting ways to leverage the advancements of technology to deliver unique and memorable outdoor media campaigns that exceed customer expectations. We were extremely pleased with the seamless roll-out of this campaign as it highlighted the infinite opportunities digital out-of-home has to offer," concludes Wilkins. 

For more information, visit www.primediaoutdoor.co.za. You can also follow Primedia Outdoor on Facebook, Twitter or on Instagram.