The Brief

McDonald’s MONOPOLY game, a 6-week year end promotion to draw customers into the stores was running on its 4th year. While it got Hong Kong people excited by the big-ticket prizes over the past 3 years, participation for McDonald’s MONOPOLY promotion was declining. People were simply not as interested anymore. This posed a business challenge for McDonald’s in the year end of 2013. Therefore, we had to bring back the love of the MONOPOLY game through a new level of engagement and keep people playing until the very end.

Describe how the promotion developed from concept to implementation

Although winning prizes is important but Hong Kong’s perception of McDonald’s MONOPOLY was all about the carnival involvement. It was more about the fun of getting people together and compete in their all-time favourite board game as did many generations! Clearly, we needed to bring MONOPOLY to HK, with a ‘new’ dimension of enthusiasm that sits beyond McDonald’s stores. The solution – “Turning HK into the biggest Monopoly Game” brought all HK people together as part of the game by transforming the cityscape into the BIGGEST-EVER MONOPOLY GAME-BOARD! The silver tokens, GO sign, dollar notes… all reactivated everyone’s love for MONOPOLY!

Describe the success of the promotion with both client and consumer including some quantifiable results

We took Hong Kong by storm and the enthusiasm for McDonald’s 6-week Monopoly promotion spread like wild fire. It was widely talked about... • 92% campaign awareness • Over 17,000 online conversations that were viewed 990,771 times! • PR value totaled HK$7.8 Million! More people took part than last year… • 64% conversion from campaign awareness • Lucky draw entries increased by 63% • Instant Win redemptions up by 19% A new level of engagement that lead to a strong business result • 29% additional visit during Monopoly campaign period • Extra Value Meals sold increased by 8.3%! (Source: McDonald’s; Antenna/K-matrix Social Listening).

Explain why the method of promotion was most relevant to the product or service

We brought alive the fun of MONOPOLY across HK, getting everybody to play and experience MONOPOLY in a way they never had! Gigantic silver token trucks paraded HK’s roads in the midst of real traffic while Mr MONOPOLY(s) gave out ‘dollar notes’ (free McDonald’s upsize coupons) to everyone for playing! The entire cross-harbor tunnel toll was also transformed into MONOPOLY’s iconic properties, where commuters paid their fees to the ‘Go’, ‘Go to Jail’ and ‘Free’ toll booths and received more MONOPOLY dollar notes! For 6 weeks, HK people became part of the game, in and out of McDonald’s stores!