McDonald's saw top-of-mind awareness increase by 6% off the back of its ShakeMe Audio Ad campaign, new research sourced by OMD from On Device Research has found.

The agency recently commissioned On Device Research via OMD to evaluate the effectiveness of the QSR's latest audio ad campaign through Audacia Audio. The campaign, which introduced the 'Shake Me Audio Ads', aimed to raise awareness of McDonald's 1 for 1 deals available exclusively on the McDonald's app. The 'Shake Me Audio Ads' included a custom-made call to action: 'Shake this phone to find out more'.

The primary objective of the campaign was to analyse how Audio Ads can increase awareness of the McDonald's app and drive consideration for the 1 for 1 deals.

According to the research, the campaign strategy successfully drove more traffic to McDonald's website to redeem the offers. Using the Audacia marketplace, McDonald's ran ads across premium audio inventory, including podcasts and local radio stations.

Following the campaign, top-of-mind awareness for McDonald's increased by +6%. Respondents were +3% more likely to agree that McDonald's offers delivery through their own services or other delivery apps after exposure to the campaign. Consideration for McDonald's increased by a further +2 points after exposure to the campaign. Consumers agreed that McDonald's provides great promotions and deals on their app by +13% after the campaign.