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McDonald’s is encouraging Monopoly fans to ‘get peeling for that winning feeling’ with peelable game pieces featured on promotional packaging within its restaurants.

'Monopoly Wiiiin!' will be supported by TV, radio, press, out of home and digital out of home and customer relationship management (CRM) as well as social activity on Facebook, Twitter, Instagram and Snapchat, not to mention a custom website and game.

Licensed by Hasbro and created by The Marketing Store the campaign will offer fans of the board game to scan spare playing pieces with OCR technology, with a free Now TV pass on offer to anyone who collects ten spare pieces.

Top prizes include £100k in cash, a Mini Cooper, a family trip to Universal Studios in Orlando and 500 Xbox One X consoles.

Katie Parker, head of marketing, brand and experience, McDonald’s, said: “The launch of our 13th McDonald’s Monopoly campaign has enabled us once again to offer our customers four ways to play and win but with fewer hoops to jump through.  Working in close partnership with The Marketing Store and Leo Burnett London, we’re 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. We’re looking forward to seeing how our customers react to the updated version of a firm favourite!”

The McDonald's Monopoly promotion is now in its 13th year as the fast food retailer seeks to speed up sales with 70m prizes to be won.