Quick Service Restaurant Brand
Digital Out-of-Home
NYC + Philadelphia, 2022
National QSR chain boosts foot traffic in NYC and Philly with street media campaign
In New York City and Philadelphia, a well-known national coffee shop and quick-service restaurant (QSR) chain embarked on a mission to attract more customers to its brick-and-mortar locations. Fast-paced cities like NYC and Philadelphia can pose a challenge to marketers to capture the attention of busy city-goer’s while also driving tangible results. Intersection digital screens came to the rescue for this brand.
The brand’s primary goal was to increase foot traffic. To achieve their goal we executed an effective out-of-home marketing campaign that married the digital and physical worlds. Leveraging location-specific targeting that Intersection’s digital out-of-home (DOOH) screens offer, the brand strategically chose a mix of locations to gain the greatest coverage, reach and fit for their budget.
To maximize reach, we utilized 100 LinkNYC displays strategically placed across all five boroughs of New York City, complemented by 10 digital urban panels in Philadelphia. This street media campaign also secured a 20% share of voice, ensuring a substantial presence across the selected units.
Campaign Objectives
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Goal
Drive foot traffic to retail locations
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KPI
Measure increase in store visitation
Results & Impact
The campaign propelled a substantial increase of 42,000 in-store visits to its brick-and-mortar locations. Notably, this surge was achieved at a cost 57% lower than industry benchmarks, making it a cost-effective and efficient strategy. This achievement underscores the potential of out-of-home advertising to deliver measurable results. By strategically placing street media assets and implementing a comprehensive plan, we not only captivated commuters and dominated attention but also maximized impressions and minimized media ppend. This approach ensured that the brand could unlock the power of out-of-home advertising, driving impressive foot traffic to their physical stores.
The campaign’s success demonstrated the synergy of combining OOH with digital marketing efforts, creating an integrated approach that merged the audience’s physical and digital worlds. By meeting the audience where they are in their daily life, the brand achieved their goals. This case study serves as a testament to the potential of well-placed advertisements and clever strategies to drive real-world results while minimizing costs.
Results
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11.6m
impressions delivered
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42k
increase in store visitations over initial 4 days of campaign
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57%
lower cost per incremental visit
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8.2%
increase in foot traffic
Download National Media Kit
Media KitStreet
Bus Shelters
Digital Bus Shelters
Digital Urban Panels
Elevator Wraps
Headhouses
Trestles
Street Furniture
Transit
Interior Bus
Exterior Bus
Interior Rail
Exterior Rail
Rail Station Media
Station Domination
Station Saturation
Tunnel Wraps
Digital Displays
Airport
United Airlines Partnership
Gate Information Displays
United Club Screens
Programmatic
Digital Bus Shelters
Digital Urban Panels
Interactive Transit Kiosks
Digital Walls
Digital Platforms