McDonald's Germany

The objective

Reach hungry audiences at the moment they choose

McDonald's Monopoly is one of the brand's biggest and best-loved promotions of the year, the return of the iconic game that turns everyday orders into a chance to win. In Germany, the goal was mass awareness at the times that matter most for a food brand: the lean-back moments around lunch and dinner, when people are actually deciding what to eat.

TopView delivers standout, full-screen reach at speed. The opportunity the team spotted was to concentrate that impact into those specific mealtime windows, so the campaign would land right when audiences were relaxed, focused on their feed and thinking about their next meal.

The solution

TopView Dayparting, built to hit the mealtime moment

The answer was a brand-new capability, developed together with TikTok: TopView Dayparting. Rather than running across the whole day, the TopView was concentrated into the specific hours when audiences are most likely to be relaxed, attentive and in a meal-decision mindset.

That focus put ad pressure exactly where it counted. By meeting audiences in genuine lean-back moments, on the couch, on a train or a bus, with few distractions, McDonald's could turn premium reach into real attention at the point of the meal decision.

The approach

Two dayparts, timed to the meal decision

The campaign was built around two carefully chosen dayparts. On the first day the TopView ran in the evening; on the next it ran in the morning, each timed to the windows when people decide on their lunch or dinner.

Four creator-led assets carried the message, two playing in the evening slots and two in the morning, keeping the storytelling native to TikTok. The activation ran nationwide in Germany, developed and executed in close, direct collaboration with the McDonald's team, who backed the new placement as the solution and put it to the test.

The results

Sharper attention at the moment that matters

Concentrating the TopView into mealtime windows paid off. 6s view-through rate came in +56.4% higher than benchmark, and engagement rate +20.6% higher than benchmark, clear evidence that meeting audiences in lean-back moments earns deeper attention and stronger interaction.

The learnings give McDonald's a repeatable playbook:

• Timing is a lever: concentrating premium reach into lean-back, decision-making moments lifts both attention and engagement

• Native, creator-led content keeps the message relevant and fresh across different dayparts

• TopView Dayparting gives McDonald's a repeatable way to align mass reach with the moments that drive real-world action