McDonald’s // Yum Only Takes a Moment // LUMO Labs

Is There Time for a Big Mac?

This hyper-contextual DOOH campaign for McDonald’s turned the drive-through into a smart pit stop along the daily commute – proving that convenience and cravings can go hand-in-hand. By targeting digital screens on high-traffic routes to popular destinations during peak hours, we served up a timely, tempting message to hungry drivers.

We integrated with McDonald’s in-house API to pull live drive-through wait times and mixed it with the Google Distance Matrix API to calculate real-time travel durations (factoring in current traffic) between the billboard and nearby destinations.

Each screen displayed a simple, dynamic comparison: the time it would take to go direct versus with a quick stop for a meal. This context-aware messaging reframed the choice, positioning McDonald’s as a minimal detour with maximum reward.

By running only during morning and evening rush hours, the campaign reached commuters at just the right moment, turning traffic into an opportunity for instant satisfaction.