EUROPE McDonald's

MONOPOLY® UK

Contests & Games / Loyalty / Partnerships / Retail Experience / Social

CHALLENGE:

Now in its 15th year, our McDonald’s MONOPOLY® promotion is the world’s most successful brand engagement platform. It’s consistently broken sales and guest count records and set new standards for customer engagement, with over 12 million active participants a year.

But success isn’t always guaranteed. Consumers’ expectations are changing. Shaped by the digital world around them, they won’t jump through traditional hoops to engage in an ageing sales promotion. They want immediate wins and a seamless experience that integrates the technology platforms they use every day.

So, in 2019, we decided to rebuild MONOPOLY® as a truly omnichannel brand experience, bringing the digital and physical experience of the game together for maximum impact.

McDonalds UK Monopoly

SOLUTION:

In a world of instant gratification people don’t want to waste time losing. So, working with over 25 highly relevant brand partners, we increased our online prize pool by over 1200% and our collect-to-win prize pool by over 30%. More little wins meant more social activity, word-of-mouth and hype.

To make game play as simple and intuitive as possible we introduced visual recognition software that allowed customers to automatically scan prize codes, while our online gameplay meant that customers could redeem their winning food prizes at all McDonald’s touchpoints, including via the My McDonald’s app.

 

EU_McDonalds_Monopoly_UK_FullWidth02

Rather than acting simply as a tactical marketing channel, McDonald’s social media became our hype tool, engaging with MONOPOLY® super-fans to generate memes, posts and video content.

Meanwhile, in order to drive repeat visits and redemptions, we used advanced data targeting to show our audience how many prizes had been claimed in their local area or let fashion-conscious 16-24-year-olds know about great boohoo.com prizes. These real-time updates were broadcast across all owned channels—from digital display ads to in-restaurant and OOH digital screens.

RESULTS:

Over 29 million online game entries.

3 out of 4 of McDonald’s highest guest count weeks ever took place during the latest campaign, which also saw McDonald’s second highest sales week ever.

Unique online game players increased by 40% year on year.