FREE PARKING by Cossette Vancouver for McDonald's

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FREE PARKING

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Industry Fast food
Media Promo & PR
Market Canada
Agency Cossette Vancouver
Creative Director Rob Sweetman, Bryan Collins
Art Director Scott Schneider
Released October 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: McDONALD'S
Product/Service: MONOPOLY PROMOTION
Agency: COSSETTE WEST
Date of First Appearance: Oct 6 2009 12:00AM
Entrant Company: COSSETTE WEST, Vancouver, CANADA
Creative Director: Bryan Collins (Cossette West)
Creative Director: Rob Sweetman (Cossette West)
Art Director: Scott Schneider (Cossette West)
Writer: Jeff Shorkey (Cossette West)
Account Director: Suzanne Carrier (Cossette West)
Group Account Director: Nadine Wilson (Cossette West)
Media placement: Outdoor/Stunt - Parking Lot - Oct 6, 2009

Describe the objective of the promotion.
Our objective was to announce the comeback of the McDonald’s Monopoly game and find a new way to get more game boards directly into consumers’ hands. We wanted to interrupt consumers’ daily lives in a fun, impactful way that tied into the game of Monopoly, so we provided commuters across Western Canada with “Free Parking.”

Describe how the promotion developed from concept to implementation
Initially, we had some difficulty as cities wouldn’t allow us to pay for meter parking along downtown streets. But we discovered we could buy out privately owned parking lots and do whatever we wanted. So we took over parking lots and surrounded them with signage using the iconic “Free Parking” square from Monopoly. Everything in and around the lot indicated that commuters parking there for the day had landed on “Free Parking” courtesy of McDonald’s. We then staffed the lots with street teams so that every commuter received Monopoly game boards, game pieces and coupons for a free Coke.

Describe the success of the promotion with both client and consumer including some quantifiable results
During the promotion, over 10,000 people landed on “Free Parking” spaces courtesy of McDonald’s. The stunt’s message was also picked up by radio stations, was “tweeted” about, and resulted in over $100,000 in unpaid media exposure.

Explain why the method of promotion was most relevant to the product or service
The “Free Parking” icon from Monopoly is extremely recognizable and people hate paying for parking, especially when the cost is as high as it is in major cities. So providing commuters with “Free Parking” courtesy of McDonald’s had a huge impact. It made a direct connection between Monopoly and McDonald’s, as the street teams were handing out relevant Monopoly game paraphernalia, and was memorable because landing on “Free Parking” doesn’t happen everyday.