McDonald’s rolls out digital signage network
August 23, 2007
McDonald's Singapore will rely on state-of-the-art digital signage technology to draw customers into outlets across Singapore. In the initial phase of an Asia-wide program, 67 of 127 Singapore restaurants have already been outfitted with interactive digital signage technology.
Diners can now interact by sending text messages from their mobile phones to be displayed on an array of 42in screens strategically deployed throughout the chain's restaurants. In the digital signage-enhanced McDonald's environment, guests can engage one another in chat-like conversations, respond to running content or live feeds and even generate classified ads that run on a news ticker. The new digital signage network will also allow sports fans to watch five-hour long video and audio streaming of sporting events in better-than-broadcast-quality every Saturday and Sunday.
The McDonald’s Singapore-specific network was developed and deployed by provider C-nario, whose digital signage technology will feature advertising rotated at intervals to maximize exposure based on the measured average times spent in the restaurant sitting areas. Touch-screen kiosks linked to restaurants' points-of-sale will issue coupons to eligible customers notified via the digital screens. Music selected based on predetermined parameters will also be streamed across various locations.
The McDonald's deployment is a result of a partnership between global digital signage provider C-nario, Singapore-based content provider At-Life and ABI Digital, an integration and operations company. The in-store network is now available to more than 2 million McDonald's patrons monthly.
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