McDonalds & Rimmel

Challenge

Effectively commercialising the second screen can be a challenge, as TV viewers are not always motivated to actively ‘pull’ content to their phones to engage with an advertiser. How could ITV provide more multi-screen value for advertiser heavyweights Rimmel London and McDonalds? 

Insight

ITV’s Ad Sync is a revolutionary new mobile ad format that allows broadcast advertisers to ‘take over’ our play-along games at precisely the same moment their TV spot is broadcast. This removes the need for users to request the content, and instead delivers the message straight to the most intimate screen in the living room.

Idea

Utilising the fan base of ITV’s two biggest programmes, Britain’s got Talent and The X Factor, ITV’s Ad Sync, which allows an advertiser’s message to extend well beyond the 30-second spot, would be the perfect platform for Rimmel London and McDonalds to get users clicking on their content in the second screen. 

Implementation

Rimmel London was the ?rst broadcast advertiser to trial Ad Sync on the official X Factor App during the Live Finals to promote its new Kate Moss lipstick range. As the ad break began, Rimmel’s ad filled viewers’ mobile screens with a carousel of interactive panels, which they could swipe between. X Factor fans could choose to watch contestant videos, enter a competition to win Rimmel goodie bags and ‘click-to-purchase’ the product from Boots. Advertiser McDonalds came on board with ITV and Ad Sync to promote its Monopoly Fortunes competition during Britain’s Got Talent. During the ad breaks, McDonalds took over the Britain’s Got Talent app, allowing the viewers to enter the competition to win cash, cars, mobile phones, McDonalds products and much more. They were also able to receive up-to-date information on prizes already won and ones still up for grabs in their area. 

Results

During the Ad Sync campaigns a staggering 40% of users interacted with the carousel and we saw an average CTR of 9.4% across half a million impacts. This is 9x higher than average mobile banner click-through rates.  This is nine times higher than average mobile banner click-through rates. Research projects with Rimmel London and McDonalds found that post-viewing brand investigation saw a 40% uplift, brand consideration went up 54% and purchase intent grew 37%.  Ad Sync was carefully crafted to integrate into our show apps, so that it complements the broadcast advertising experience. The McDonalds research confirmed this and in fact shows that it greatly improves the advertising experience, with 48% more people saying they “liked the advert a lot”. "This opportunity provided a truly modern way to engage our target audience within a relevant environment and the results proved its success in relation to our campaign objectives” Milton Elias, Head of Mobile, OMD UK 

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