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McDonald’s – Monopoly Win Win

A brand experience that delivered McDonald's best UK trading figures in 43 years.

McDonald’s Monopoly is the UK’s biggest and longest running brand activation. A true marketing calendar event. It is famed and recognised for being able to deliver on short-term commercial objectives, and long-term brand building metrics. Our continued success is due to ensuring that each year Monopoly reflects current culture. And 2017 captured society’s desire for instant gratification.

Technology has meant that we don’t wait around for anyone or anything. We can beat all of life’s hoops, hurdles and annoyances. Shopping at the click of button? Winning. Taxi home on a Friday night instantly? Winning. Not queuing for my morning coffee? Winning. 

Introducing Monopoly Win Win. A game celebrating the feeling of winning. We brought this concept to life across every consumer touchpoint, creating a brand experience that evoked a winning feeling with every purchase in as many ways as possible.

How we made sure McDonald’s couldn’t lose.

Our Snapchat lens offered instant gratification by turning participants into Mr Monopoly. Engaging millions before they even entered the restaurant and producing Snapchat’s most successful UK campaign ever.

Introducing a new way to play virtually guaranteed making winners of all frequent game players. Recognising a 35% year-on-year uplift in smartphone usage, our instant prize online game was played by tens of millions. Therefore showing brands can live in the moment. What’s more, millions claimed instant food prizes. Proving our belief that dynamic brand experiences can be built around a desire for instant gratification.

The brand experience we created gave McDonald’s the best trading figures in their 43 years in the UK. Beating 2016’s already record-breaking figures.

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| FINALIST, 2017 – Best Use of Snapchat