McDonald’s Monopoly game goes mobile

McDonald’s is taking its annual Monopoly promotion onto mobile devices for the first in a bid to expand the reach of the game.

McDsMonopoly-Campaign-2013
McDonald’s is taking it annual Monopoly promotion onto mobile devices for the first time to expand the reach of the game.

Participants can play ‘Monopoly Fortunes’ digitally by entering a code from stickers on McDonald’s items onto a virtual game board. Online users are guaranteed to win a prize every time they play, according to the company, with prizes including discount vouchers, cinema tickets and smartphones.

The move online is a shift from previous years, where players have had to redeem stickers in-store to receive prizes. It aims to attract new consumers to the competition with the promise of greater accessibility and guaranteed prizes.

It launches today (20 March) and is supported by a Leo-Burnett created TV campaign starring brand character Mr Monopoly. Outdoor, digital and in-store activity will run alongside the advert for the next six weeks. Additionally, online activity includes a YouTube homepage takeover, digital display ads and advertising on Spotify and Facebook.

‘Monopoly Fortunes’, developed by The Marketing Store, is a spin off of the McDonald’s Monopoly promotion that has been running for eight years.

McDonald’s is working with The Marketing Store and Sponge on the campaign.

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