McDonald’s is raising the benchmark on temperature driven retail advertising, by scheduling different product advertising for its Loose Change Menu to run across oOh! Media’s retail digital network whether it’s hot or cold.

The latest campaign for McDonald’s will appear on digital screens in shopping centres across Australia for the next month, with advertising for its Frozen Coke and Choc Waffle Cone appearing when the local temperature hits 27 degrees and the Rump Steak Taster when it drops below 21 degrees.

The temperature parting technology was pioneered by oOH! two years ago to enable contextual advertising, and uses the company’s inhouse digital content management system, Argyle.

oOh! head of production, John Purcell said through Argyle, live data connections trigger the scheduling of particular advertising to align with the local temperature.

“We are able to schedule content right down to an individual panel in a particular location,” Purcell said.

National commercial director, sales, Phil Eastwood, said ‘Temperature Parting’ is an advantage of digital advertising.

“Other benefits include advertisers being able to display multiple targeted creative messages, do quick and easy copy changes, as well as advanced features like engaging people beyond the screen using their mobile devices and linking to social media,” Eastwood said.

McDonald’s Wraps and Loose Change Menu campaigns will also appear nationally on large format billboards and as part of a wider national campaign to December 1.