McDonald’s tried to raise awareness over the extended hours of its restaurants. Make people aware and get them to the stores. But only in a third of the restaurants, the program was extended. So, late night travelers, party people, and shift workers were the precise target.
It was complicated to use traditional advertising methods. Especially that it’s not that easy to identify the specific locations for billboards that could be mostly reached. And, in addition to that communication had to be time and place specific. It needed a medium that could allow much more exposure to messages.
