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.

Recommended

money

Euro marketing budgets on the up

Rosie Baker

European marketing budgets increased for the first time in 11 months in March signalling marketers are becoming more optimistic about the economic outlook, according to the latest Warc Global Marketing Index, published a day after a separate study predicts European ad spend will return to positive growth in 2014.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now