Generating 38% ad recall for McDonald’s using audio ads with real-time sports scores

SCA partnered with Frequency to leverage live match statistics and promote game day meals among fans
Scripts built for pre, during, and post game messaging
Strong lift in engagement with ad recall exceeding category benchmarks

Learn more

38%

ad recall among listeners - 15% above category benchmark

OVERVIEW

38^%

of listeners recalled the pre-game dynamic ad

(+15% above QSR benchmark)

31^%

of listeners recalled the post-game dynamic ad

(+8% above QSR benchmark)

19^%

of listeners intended to order takeaway burgers

CLIENT

McDonald’s Australia (Macca’s) has 1,030+ restaurants across 840+ cities, serving millions of customers each week. The SCA team wanted to develop a sports-centric audio campaign to:

PROMOTE GAME DAY MEALS AMONG FANS

of 18 AFL teams over the season of 200+ matches

LEVERAGE LIVE MATCH STATISTICS

to adjust messaging based on actual scores

REACH LISTENERS TUNING INTO THE MATCH

across digital audio and FM radio channels

Solution

Partnering with Frequency, SCA developed a messaging strategy to build excitement among sports fans, make powerful 1:1 connections in real-time, and increase take out orders.

PRE-GAME ADS

that referenced the two teams playing in the upcoming local match, building excitement, and promoting game day meals.

LIVE GAME ADS

that adjusted based on live match scores, connecting with fans in real-time with powerful messaging.

POST-GAME ADS

that mentioned the outcome of the game (including if it was a draw!) to capture attention and remain engaged with fans.