Case Study: McDonald’s boosts Gen Z engagement with GumGum contextual advertising

McDonald’s boosts Gen Z attention by 53% with GumGum

McDonald's wanted to strengthen its connection with the digitally native Gen Z audience, a challenge as traditional media struggled to capture their fragmented attention. The company partnered with GumGum to authentically engage this demographic in the cultural spaces they love, like gaming and online video, using GumGum's contextual intelligence.

GumGum's solution analyzed content signals in real-time to place McDonald's nostalgic, Minecraft-inspired ads within relevant moments across gaming, pop culture, and food content. This strategy drove significant results, including an 84% video completion rate for online video and a 53% stronger attention lift within Family content, successfully connecting McDonald's with Gen Z at scale.

McDonald’s