Ads for Subway, targeted on the weather, helped drive a 31% increase in store visits

"Subway came to IBM Watson Advertising with the goal of driving an increase in store visits. They were interested in leveraging the connection between weather and QSR foot traffic to drive awareness of their $4.99 Footlong promotion via The Weather Channel mobile app. To build awareness and ultimately drive in-store visits to their restaurants, Subway leveraged Watson Advertising’s newest targeting capability – WEATHERfx Footfall with Watson. This capability leverages machine learning to process weather, sales, and footfall data specific to a brand’s store locations to predict increases in footfall traffic and enable brands to intelligently adapt and optimize their media to capitalize on it in real-time. In addition to helping drive a 31% lift in store traffic vs. those who weren't exposed to Subway's digital advertising,
Subway also saw a 53% reduction in campaign waste, salvaging about 7.9M impressions that would have otherwise gone to waste."
Source:  Press release from IBM, 24th September 2018