Case Study: McDonald's improves ad emotional engagement with Behavio Heatmaps

McDonald's boosts a 30-second ad's emotional engagement with Behavio

McDonald's needed to choose between two variants of a 30-second television ad before its national rollout. The fast-food company faced the challenge of identifying subtle differences in narrative and editing that would impact viewer engagement. They enlisted Behavio to conduct a pretest of the campaign using the vendor's heatmap and emotion analysis tools.

Behavio's insight revealed that a peak in positive emotions from the visuals was undermined by a simultaneous negative reaction to an awkward voiceover. Based on this finding, McDonald's implemented Behavio's solution by cost-effectively editing the visual scenes and recording a new voiceover. This significantly improved the ad's overall emotional engagement and maximized the campaign's impact before it aired.

McDonald's