McDonald's Print McDONALD'S MONOPOLY by DDB Paris

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Industry Fast food
Media Print, Magazine & Newspaper
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Art Director Raphael Ghisalberti
Copywriter Constance Godard
Account Supervisor Cyril Bergère, Gregory Jeandot, Paul Boulangé
Released September 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: McDONALD'S MONOPOLY
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director: Raphaël Ghisalberti (DDB Paris)
Copywriter: Constance Godard (DDB Paris)
Account Supervisor: Paul Boulangé/Cyril Bergère/Gregory Jeandot (DDB Paris)
Advertiser Supervisor: Timothée Loizeau (McDonald's)
Production Company: - (Unit 9)
Media placement: Youtube - Channel Youtube - 19/10/2011
Media placement: Youtube - Masthead - 19/10/2011
Media placement: MSN - HP Takeover - 19/10/2011

Describe the objective of the promotion.
Communication Objectives: McDonald’s wanted to highlight its generosity towards customers. Business objectives: generate traffic and increase sales in restaurants, particularly through the purchase of products with game pieces on them. Marketing Objectives: make Monopoly the best promotion.

Describe how the promotion developed from concept to implementation.
Knowing that 'the draw' isn’t the kind of 'winners revelation' people and especially our target prefer we imagined a totally crazy and viral race: the McDo Monopoly Race. In order to keep the original character of the game, the race takes place on the original board of Monopoly (shooting, 3D…)
To broadcast the race we used a very powerful media which has a great affinity with the target: YouTube
Then we highlighted this mechanism on different media (online and offline) and made an appointment with the consumer to enjoy a daily live event, creating new random races every day.

Explain why the method of promotion was most relevant to the product or service.
We wanted to keep the already existing device as customers were used to it but make it more fun and entertaining. This new kind of 'winners revelation' allows the target to discover gaming content in affinity with the brand he likes, and not be disappointed when losing.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This is supported by a digital campaign and event and the results speak for itself:
- 2,991,518 visitors and 1,353,155 which have registered and participated in the draw.
- McDonald’s Monopoly channel was YouTube’s third most watched sponsored channel in the world.
- The trailer of the operation is one of the 10 most viewed video ads from YouTube in 2011 (1.7m views).