McDonald's Promo MONOPOLY by Cossette Vancouver

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Industry Fast food
Media Promo & PR
Market Canada
Agency Cossette Vancouver
Creative Director Rob Sweetman, Bryan Collins, Scott Schneider, Jeff Shorkey
Released October 2010

Credits & Description

Category: Retail (Incl. Restaurants)
Advertiser: McDONALD'S
Date of First Appearance: Oct 3 2010
Entrant Company: DARE, Vancouver, CANADA
Creative Director: Rob Sweetman (Cossette)
Creative Director: Bryan Collins (Cossette)
Creative Director: Jeff Shorkey (Cossette)
Creative Director: Scott Schneider (Cossette)
Media placement: Radio - On Various Radio Stations (Example CKRY- FM) - Oct 3 2010
Media placement: Print - Metro Newspaper - Oct 3 2010
Media placement: Stunt - Edmonton - Oct 3 2010
Media placement: Online - Twitter, Facebook, IPhone - Oct 3 2010

Describe the objective of the promotion.
The objective was to raise awareness that Monopoly was back at McDonalds. Ultimately, we had to raise guest counts and sales.

Describe how the promotion developed from concept to implementation.
It started with a simple, but powerful idea – what if McDonald’s accepted Monopoly money like it was real money?

From there, it was just a matter of figuring out how McDonald’s could implement it. Once they realized this was in effect, a coupon without having to print a coupon, it was full steam ahead.

Explain why the method of promotion was most relevant to the product or service.
Getting people to come to McDonald’s and use their Monopoly money like real money was an impactful and innovative way to get people thinking about the return of Monopoly.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Guest counts were up roughly 10%, they accepted over $10,000 in Monopoly over the two day promotion, and the promotion was well-used and drove sales. More specific results are not released by McDonald’s.