Called Monopoly Wiiiin! this yearâs promotion encourages customers to âGet peeling for that winning feelingâ through the peelable game pieces featured on the promotional packaging. The campaign, licensed by Hasbro and created by The Marketing Store, aims to drive brand affinity and engagement across McDonaldâs restaurants nationwide.
The campaign will be supported by marketing via TV, radio, press, OOH, DOOH, CRM campaign, social (Facebook, Twitter, Instagram and Snapchat), digital as well as the online site and game.
â McDonald’s UK (@McDonaldsUK) March 17, 2018
The Marketing Store has developed the website and social aspects of the campaign, including the campaignâs Snapchat lens which lets users turn themselves into Mr Monopoly or when turning to world lens view, allow them to interact with a dancing line of Chicken McNuggets – bringing that winning feeling to life. The campaign also sees the introduction of McDonaldâs first branded hashtag emoji on Twitter for the new campaign hashtag #McWinning.
Leo Burnett London has handled creative for TV, Cinema, OOH, press and radio.
Customer excitement began back in February with a pre-tease social post released the day after Valentineâs Day reaching 5.7 million people on Facebook.
Monopoly Wiiiin! also sees McDonaldâs introduce a new piece of technology to the McDonaldâs Monopoly Campaign website. Customers taking part in âGot 10 Spares?â â a new mechanic which was introduced last year, has a new piece of OCR technology added to it. Customers are now able to scan their spare property game pieces, with the OCR technology recognising the unique codes on each piece, making it even easier to collect 10 spares and exchange them for a NOW TV Pass.
â McDonald’s UK (@McDonaldsUK) March 21, 2018
The new technology was introduced after market research conducted by Big Island identified McDonaldâs customers wanted easier ways to interact online.
A record pool of 70 million prizes is up for grabs and includes Â£100k in cash; a choice between the Mini Cooper Convertible or the Mini Cooper 3-door Hatch, a trip for 4 to Universal Orlando Resort as well as 500 Xbox One X consoles, and not to forget a choice of millions of instant win McDonaldâs food prizes and more.
Katie Parker, Head of Marketing, Brand & Experience, McDonaldâs, said: âThe launch of our 13th McDonaldâs Monopoly campaign has enabled us once again to offer our customers 4 ways to play & win but with fewer hoops to jump through. Working in close partnership with The Marketing Store and Leo Burnett London, weâre using technology and our marketing to make those winning moments even more accessible in 2018… As always we have increased the number of prizes to be won this year with food prizes now included with our online game. Weâre looking forward to seeing how our customers react to the updated version of a firm favourite!â
Sav Evangelou, Executive Creative Director at The Marketing Store, said: âMcDonaldâs Monopoly is one of the most anticipated brand campaigns of the year. This yearâs campaign celebrates everything about winning at every touchpoint, even before people enter the restaurant â from social channels and Snapchat, to the restaurant experience, as well as the winning moment itself. Itâs all about celebrating the little wins as well as the big wins, and helping McDonaldâs customers enjoy Monopoly even more.â
Monopoly Wiiiin! builds on the success of the 2017 Monopoly Win Win game, which awarded a record of over 12 million prizes and delivered millions of online entries.
McDonaldâs also run a âMonopoly Team Editionâ game created by The Marketing Store, solely intended for McDonaldâs over 110,000 restaurant employees, which will run in parallel with the consumer promotion.
Source:Â The Marketing StoreÂ