Sports fans are arguably some of the most engaged audiences: they love their team and live for each game. So what better way for advertisers to connect with fans than to share the excitement of the game in real-time?
Together with Southern Cross Austereo (SCA), we launched personalized game day ads for McDonald’s Australia – and the results were off the charts.
As a media company with 99 radio stations across Australia, SCA provides strong reach against sports listeners. Paired with Frequency’s creative manager, the audio ad platform that provides better workflows and smarter delivery, we created an audio campaign to build 1:1 connections with listeners in real-time.
How it Worked
Using copy tailored for 18 Australian Football League “Footy” teams and over 200 matches for the 2022 season, scripts were customized to every team and game on Triple M radio. Creative executions with pre, during, and post-game messaging were loaded into the Frequency platform and triggered using an API feed of live match statistics.
By updating ads to be relevant in every moment, the McDonald’s campaign drove strong engagement with fans across FM radio and digital audio channels, beating QSR benchmarks and increasing purchase intent for game day meals:
- Mid-game dynamic ad: 38% recall, +15% over SCAiQ QSR benchmark
- Post-game dynamic ad: 31% recall, +8% over SCAiQ QSR benchmark
- 19% intended to order burgers, boosting game-day orders and revenue
▶ See a video of the full case study.
SCA National Head of Creativity, Matt Dickson, said: “Being able to reflect footy scores live in audio ad breaks is a great way for brands to tap into the excitement of live sports and the loyalty of footy fans. It was great to launch this idea with Frequency and such an enthusiastic partner in McDonald’s.”
“By being part of the experience, McDonald’s Australia was able to celebrate the wins and build a connection with fans via radio and digital audio ads,” said Pete Jimison, CEO of Frequency. “We’re excited to have more partners use our dynamic targeting capabilities to deliver large-scale, captivating campaigns with exceptional outcomes.”
With major league sports seasons right around the corner, there is a significant opportunity for brands to harness the power of sports marketing with real-time messaging. Whether it be live game scores – or other variables such as location, weather, or time – Frequency provides 35+ data signals to help brands amplify audio ads and power personalized experiences for every listener.
Interested in learning more? Click here to see personalization in action, or contact us to schedule a live demo of Frequency’s audio ad management solutions.