More NewsMcDonald’s Targets African Americans Online

McDonald's Targets African Americans Online

The fast-food giant employs interactive rich media units in an effort to reach women.

McDonald’s is promoting its new Fruit & Walnut Salad by enticing African-American women to engage with rich media ad units.

The six-week campaign was designed by digital marketing agency ImagineThat in conjunction with McDonald’s multicultural marketing agency, Burrell, a unit of Publicis. Spend wasn’t disclosed.

“What we realized when we were doing the research was that women were active gamers,” said Derek Bonney, senior VP of ImagineThat. “Each one of those units was built with a game inside of it. We realized women weren’t into the shoot-’em-up, kill-’em-type games. They were more into the mind teasers that they could relax and share with friends.”

The effort employs United Virtualities’ Ooqa-Ooqa branded-browser takeover, as well as expandable ads and interstitial units from Eyeblaster. Standard Flash banners will also appear as part of the campaign. The media buy includes BET.com, BlackPlanet.com, AOL BlackVoices, and Vibe Online.

The Ooqa-Ooqa ad, which will run exclusively on BET.com, is triggered whenever an Internet Explorer user enters a content category ImagineThat found to be popular with women — books, health, or beauty. When the browser launches, its usual navigation is replaced by a McDonald’s themed navigation, which includes a picture of the Fruit & Walnut Salad and a button that says “play game.” The themed browser remains until either the user turns it off or leaves the channel.

“The goal was to find a unique way to bring the brand in front of the users,” said Bonney. “To date, we’re very happy with the results as far as people keeping it active in their browsers and continuing to surf through the channels.”

Both the expandable creative and the interstitial unit feature games as well. The expandable ad begins as a 160 x 600 unit that asks viewers “What is Fruit Buzz?” and invites them to play a word scramble game to discover the answer. Once the user comes up with the answer, a picture and description of the salad appear. The creative also features a drawing of an African-American woman.

The interstitial, or “commercial break” format, features a game that lets the viewer manipulate a bowl with her mouse and catch pieces of fruit as they fall from the top of the ad unit.

“With this campaign in particular we weren’t particularly interested in driving traffic to the landing page,” said Bonney. “It was more about generating awareness and brand exposure.”

The online campaign is running in conjunction with TV and print creative targeted to the same African-American audience.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

10m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

10m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

10m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

11m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

11m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

11m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

11m Al Roberts