Partner Article

McDonald’s launches new Monopoly game through TMS

McDonald’s is tapping into consumers’ growing need for instant gratification for its 2017 Monopoly campaign partnership with Hasbro, created by The Marketing Store.

This year’s campaign, which is running for the twelfth consecutive year, is called Monopoly Win Win. It is aimed at building brand affinity and engagement across McDonald’s restaurants nationwide. New features include a fourth way to play for consumers to get involved, and the biggest ever prize pool in the UK.

Monopoly Win Win retains the three traditional play mechanics: instant win, collect to win and online win. However this year a fourth way of playing - ‘Got 10 Spares?’ - means that every property sticker collected counts, allowing players to trade in ten spare property stickers in exchange for a choice of NOW TV Pass. This gives customers’ access to either a month’s free access to a Sky Cinema pass, Entertainment pass, Kids pass, or a one-day Sky Sports pass.

Got 10 Spares? was introduced after market research conducted by Big Island identified McDonald’s customers had an increased desire for enhanced choice and instant gratification, while they also felt disappointed with being left with unwanted stickers at the end of the campaign.

The in-restaurant promotional campaign will be supported by marketing via TV, radio, press, OOH, DOOH, CRM campaign, social (Facebook, Twitter and Snapchat), digital as well as the online site and game. All elements of the campaign have been designed to bring the concept of instant gratification and engagement to life across every consumer touchpoint.

Leo Burnett London has handled creative for the ATL advertising campaign, which emphasises that players don’t have to be lucky to win.

A record pool of 65 million prizes is up for grabs and includes up to £100k in cash; a choice between the Mini Cooper Convertible, 3-door Hatch, 5- door Hatch, or Clubman; a £1.5k Airtours holiday is on offer, as well as 500 PS4 game consoles, and not to forget a choice of millions of instant win McDonald’s food prizes and more.

Steven Howells, Head of Marketing, Food and Beverages, McDonald’s, said: “The launch of our 12th McDonald’s Monopoly campaign has enabled us to cater to enhanced consumer choice and instant gratification. Working in close partnership with The Marketing Store, we have brought to life a concept that brings fresh perspective to the competition, while increasing the number of prizes and ways in which customers can interact with the campaign.”

Sav Evangelou, Executive Creative Director at The Marketing Store, said, “We believe that heightening the sense of instant gratification will excite and engage our audiences to such a degree that McDonald’s Monopoly will create new ways to build brand affection through brand experience – not just a bunch of advertising messages”.

Monopoly Win Win builds on the success of the 2016 Prize Choice Monopoly game, which awarded a record of over 10 million prizes and delivered over 20 million online entries. The Marketing Store will also support the promotion with online and mobile gameplay and offer more ways to engage with McDonald’s and the promotion via social media.

Monopoly Prize Choice 2016 was the most successful promotion in McDonald’s UK history. The 12th anniversary marks the 12th time that The Marketing Store has collaborated with the restaurant chain to develop the campaign.

Over the course of the six week activation, which will take place between March 22nd and May 2nd, McDonald’s will also run a ‘Monopoly Team Edition’ game, solely intended for McDonald’s 110,000 restaurant employees, which will be run live in parallel with the consumer promotion.

This was posted in Bdaily's Members' News section by Alex Sampson .