U.S. MONOPOLY PROMOTION by OMD New York for McDonald's

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Industry Games, Online Game
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released October 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: McDONALD'S
Date of First Appearance: Oct 7 2010
Entrant Company: OMD, New York, USA
Account Director / Director of Acquisitions: Craig Atkinson (OMD)
Midwest Digital Director: Mike Solomon (OMD)
Group Director: Kristin Ferschinger (OMD)
Associate Director, Strategy: Megan LaCivita (OMD)
Associate Director, Digital: Amanda Plotkin (OMD)
Associate Director, Strategy: Alyssa Buetikofer (OMD)
Digital Supervisor: Jason Eisenbeis (OMD)
Digital Supervisor: Lavina Karnani (OMD)
Strategy Supervisor: Greg Hamilton (OMD)
Strategy Supervisor: Laura Baby (OMD)
Strategy Supervisor: Alissa Hunt (OMD)
Digital Strategist: Jonathan Beckman (OMD)
Digital Strategist: Eva del-Vecchio-Porter (OMD)
Digital Strategist: Jonah Burrell (OMD)
Account Director: Jaime Guerrero (Tribal DDB)
Group Creative Director: Jim Marcus (Tribal DDB)
Vice President, Marketing: Peter Sterling (McDonald's)
Senior Director, Marketing: Anja Carroll (McDonald's)
Media Manager, U.S. Marketing: Jennifer Feldman (McDonald's)
Media placement: Digital - Facebook.com - 7 October 2010

Insights, Strategy & the Idea
To capture the attention of the Facebook generation, MCDONALD’S is redefining how they engage with consumers and think about advertising. In October, MCDONALD’S sought to create excitement and awareness among millions of U.S. consumers age 18-49 that MCDONALD’S MONOPOLY game promotion was back in their restaurants for a limited time.

The solution? Join forces with FarmVille to capitalize on users’ social behaviour and affinity for gaming while achieving the scale necessary to support the national MCDONALD’S MONOPOLY promotion. The idea was to incorporate MCDONALD’S into actual game play as a contributor to the social activity, not just an advertiser. The “ad” was content which enhanced the user experience while reinforcing important features of the MCDONALD’S brand and communicating key messages.

Creative Execution
MCDONALD’S partnered with Zynga to create a first-of-its kind campaign within FarmVille, the most popular social game. MCDONALD’S was the first brand to integrate a branded farm into FarmVille, complete with crops growing as the MCDONALD’S logo, a sesame seed bun factory, and billboard announcing their MONOPOLY promotion.

For the one day event the McDonald’s farm was highlighted to players as a “Neighbour Farm” which players could interact with from their own farms. Player interaction was rewarded with a McCafe FarmVille consumable to enhance game play; the McCafe consumable delivered energy to players to move about their farms at twice the speed. Players could also earn a MCDONALD’S hot air balloon to decorate their personal farm, which remained on their farm after the campaign.

The FarmVille welcome screen and promotion bar were custom designed to announce the MCDONALD’S Neighbour Farm event and communicate “MONOPOLY is back at MCDONALD’S!”

Results and Effectiveness
The one-day integration had astounding results:

-- Total visits to MCDONALD’S Neighbour Farm represented a 73% conversion rate of total visits to users’ farms.

-- 95% of unique visitors engaged with the MCDONALD’S consumable item.

-- 62% of total respondents were aware of timing for MCDONALD’S MONOPOLY promotion.

-- 23% respondents visited MCDONALD’S.com to learn more about MCDONALD’S MONOPOLY promotion.

-- After seeing MCDONALD’S in Farmville, 1 out of 4 respondents went to eat at MCDONALD’S.