McDonald's UK: Monopoly Wiiiin!

McDonald's, a fast food company, increased players of its Monopoly game and restaurant visits by launching an online game and sending out winners' emails to show that people can actually win.

Campaign details

Agency: Armadillo

To make McDonald's Monopoly the UK's biggest sales promotion – and a record-breaking one.

Exciting customers to play the game would encourage as many restaurant visits as possible and grow the opted-in database - all whilst facing the challenges brought by GDPR.

Strategy

The campaign was planned in three phases, each with its own objective and behavioural data-driven strategy.

Get ready to win: a pre-launch phase designed to rev-up the anticipation and excitement of what was coming.

Die-hard fans of the game were invited to preview and share with others, and awareness was built amongst...

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