McDonald’s added interactive advertising to the media mix, which also included radio, print, and TV. By increasing online advertising's reach by 60%, McDonald's boosted product awareness by 8.3% among the 18-49 media target. This lift resulted in 6m more consumers becoming aware of the product. Online makes a real contribution to multichannel campaigns by reaching the same consumers in another complementary environment. It also reaches people other media can't. Among McDonald's target market, the 20% who are not heavy television users are reachable online.
Case study: McDonald's | Sector: FMCG | Objective: Brand awareness, customer acquisition | Format: Banners
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