Audio and Sports Season Alignment Drive Store Visits for a QSR Brand

When food cravings hit, consumers make decisions fast—and QSRs are often a go-to. Over seven in 10 SiriusXM Media listeners make mealtime decisions in the moment. 1 And with competition on every corner, driving store visits can come down to reaching the right people at the exact right time.

Audio gets QSR brands in their ears. Consumers are listening in the car on the way to a QSR (79%), at home prior to ordering (34%), while ordering for pick up or delivery (31%), and at work before placing an order (25%). 1 These are the perfect moments to reach them.

The challenge

In this case study, you’ll see how a QSR brand combined the anytime, anywhere access of digital audio with the timing around popular sports to drive lifts in store visits.

Aligning the brand with major sports moments

This QSR brand wanted to leverage the passion and excitement that sporting events inspire to increase store visits to its locations. The goal: Make the brand the MVP for every sports occasion. Specifically, the brand wanted to align campaign timing with the NBA playoffs and the MLB season.

Increasing multicultural engagement

In addition to reaching sports fans and QSR consumers, the brand also wanted to increase its reach with Black and Hispanic audiences. With 65% of US spending growth coming from multicultural consumers, 2 the brand saw an opportunity to grow its consumer base overall. 

The solution

Digital audio was a perfect fit for this campaign.

Reaching sports fans

From the announcers excited play-by-play and post-game analysis to tailgating playlists and unofficial anthems, sports and audio go way back. In fact, sports fans spend 6+ hours a day with audio—that’s over two hours more than the average American. 3And SiriusXM Media’s platforms and networks are prime listening destinations for fans.

Connecting with multicultural consumers

Black and Hispanic American audiences are all in on audio, which means more opportunities to reach and resonate with multicultural consumers. Black audiences spend +14 more minutes with the medium, and Latinos spend +60 minutes more. 4 And they’re also into QSRs. Nine in 10 Black Pandora listeners have visited, ordered pickup, or ordered delivery from a QSR in the past three months. And nearly nine in 10 Hispanic American Pandora listeners have done so. 1

Showing up in the right moments

This QSR campaign leveraged the SiriusXM Streaming Network, using a mix of Connected Vehicle and Mobile Audio placements. By focusing on formats that align with being on the go, the brand’s ads were more likely to show up at the right time to influence behavior. 

Precisely targeting the right audiences

The campaign used advanced targeting capabilities to reach adults 18-49 and multicultural listeners. The brand also tapped into behavioral segments in key geographic areas for even better alignment, including value conscious consumers, coupon enthusiasts, frequent QSR visitors, fast food enthusiasts, and QSR online ordering enthusiasts.

Launching high-impact creatives

The brand used a mix of English- and Spanish-language creatives with contextually relevant themes. The ad copy was humorous, and the spots were voiced by the lead actor in a new movie to influence listeners to visit the QSR brand’s physical locations.

The results

The campaign was a success, delivering impressions that drove store visits and significant behavioral lifts. 5

Making an impression

• 562K total campaign impressions driven by the exposure to SiriusXM Streaming Network campaign

• 186K multicultural audience impressions driven by the exposure to SiriusXM Streaming Network campaign

Influencing behavior

• 18.4% behavioral lift driven by the exposure to SiriusXM Streaming Network campaign for the total campaign

• 50% behavioral lifts for multicultural audiences driven by the exposure to SiriusXM Streaming Network campaign

Driving store visits

• 104K store visits driven by the exposure to SiriusXM Streaming Network campaign for the total campaign

• 15.5K store visits from multicultural consumers driven by the exposure to SiriusXM Streaming Network campaign

SiriusXM Media: Where passions and actions align

From the creators consumers love to the sports they follow to the foods they crave—and much more—we bring passionate engagement and lower-funnel actions together for QSR brands. We can help you build a campaign that reaches and influences consumers in the moment and beyond.

We did it for them. We can do it for you. Let’s talk.

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