It’s what you’ve all been waiting for…
Today marks the launch of 2017 McDonald’s Monopoly, this year titled ‘Win Win’. The brand experience campaign, created by The Marketing Store is in its twelfth year running and will feature even more ways for people to take part across in-store, digital and social media touch points.
With the biggest ever prize pool, over 65 million prizes up for grabs, the campaign aims to build brand affinity and engagement across McDonald’s restaurants nationwide, driving the theme of instant gratification through every interaction with consumers.
Simply put, the UK’s most successful brand activation is back, with more ways to play and more ways for consumers to get involved – including a partnership with Snapchat and some exciting plans for social content to be revealed across the six-week long campaign.
The in-restaurant element retains the three traditional play mechanics: instant win, collect to win, online win as well as a new way to play, ‘Got 10 Spares?’ – where collecting any 10 spare stickers will get you a NOW TV pass. This will be supported by marketing via TV, radio, press, OOH, DOOH, a CRM campaign, social (Facebook, Twitter and Snapchat), digital advertising as well as the dedicated online site and game.
Sav Evangelou, Executive Creative Director says: “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, recently nominated for two Effie Awards, one in the category of Brand Experience.
The campaign launches today with our custom Snapchat lens, open the app to try it and keep an eye on the McDonald’s UK social media accounts as we have some exciting things planned!