McDonald’s is to launch its biggest sales promotion in the UK by way of an expanded Best Chance Monopoly initiative offering £280m worth of prizes.
The promotional campaign has been devised by The Marketing Store and will run in all McDonald’s outlets in the UK. It launches on March 18 and will be supported by a heavyweight advertising campaign that will include television, press and online activity.
Customers will have a one-in-three chance of winning and the prize pool has been expanded to offer 34 million prizes with new prize partners, including Kodak, Nokia N-Gage and WH Smith.
This year the agency worked with brand partnership specialist Parallel Promotions to help develop the prize programme and Parallel has brought on board FindaProperty.com, npower and Virgin Holidays.
The Marketing Store has worked on the McDonald’s Monopoly promotion for the past three years and has devised the campaign concept, the game mechanics, the prize pool, in-restaurant delivery and game piece production. It has worked with the chain’s senior marketing manager, Natalie Pomroy, on the initiative.
Leo Burnett and Razorfish have created the supporting advertising this year, with OMD handling media.
McDonald’s reported a 1.4% rise in revenues for February year on year earlier this week but warned the strong dollar will contribute to a drop in first-quarter revenues of at least $600m (£429m).