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DOOH cools down Polish residents

Digital-out-of-home (DOOH) advertising was used to take a Burger King campaign in Poland up a notch by using the weather to determine the price of its Oreo milkshake.

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The price decreased as temperatures soared

With any advertising campaign, reaching the widest audience possible is key, but factors such as busy schedules, placement of digital signage and even the weather can impact figures.

Recognising this, Burger King called on Screen Network, a DOOH provider in Poland, to oversee the DOOH side of the campaign.

Taking place over the summer, the price of an Oreo Shake was dependant on the temperature near selected screens.

When the temperature passed 25°C, the shake cost 5.99PLN (£1.17) but when temperatures reached above 30°C, the price dropped to 4.99PLN (98p), and when the temperature soared to 35°C, the prices stooped to 2.99PLN (58p).

Unfortunately, the weather was terrible and our clients couldn’t benefit from a high discount according to the promotion rules. But we still benefitted in sales growth and awareness

To ensure the residents of Poland didn’t suffer in blistering highs of 40°C and above, when temperatures reached these figures, the shakes were free.

Due to the unpredictable nature of the weather, the campaign was slightly hindered by the fact that the weather wasn’t as hot as initially forecasted at certain times. Speaking to Digital Signage Today, Zuzanna Kilar, marketing specialist for Burger King Poland operator Amrest – which oversaw the social media side of the campaign - says: “We had some terrible forecasts, but we couldn’t be sure they would be right.

“Unfortunately, the weather was terrible and our clients couldn’t benefit from a high discount according to the promotion rules. But we still benefitted in sales growth and awareness.”

According to Screen Network, the campaign reached over eight million people and Burger King achieved a significant increase in product awareness, with sales of the shakes increasing by 13%.

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.

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