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Launching McDonald’s Monopoly Ireland

Promotions don’t come any more hotly anticipated than the annual MONOPOLY game at McDonald’s UK – 2016 saw the nationally loved campaign enjoy its 11th and most successful outing to date. The exception being, the arrival of the MONOPOLY PRIZE MANIA in Ireland.

The MONOPOLY game at McDonald’s has never before been run in the Republic of Ireland, but last week, The Marketing Store London, was proud to launch MONOPOLY PRIZE MANIA across all Irish stores. First launched in the USA in the late 1980s, MONOPOLY is now the most successful promotion at McDonald’s and has run in multiple markets globally, with Ireland being the latest market to launch the game.

As lead creative agency, The Marketing Store London, was responsible for concept development, campaign look and feel, logo creation and design of all packaging and POS. The creative was extended above line with TVC, Radio and OOH executions created by Cawley Nea/TBWA.

Key to making this campaign an overwhelming success, was knowing that the mechanics of the game and incredible prize pool had to be tailored to the ROI market. We helped MONOPOLY PRIZE MANIA return to the game’s roots, giving customers two ways to play and win – Collect to Win and Instant Win – while retaining the huge array of unbelievable prizes to be won. Much like the UK edition, prizes include Cash, Holidays, Shopping Sprees, Experiences and Vouchers, along with thousands of McDonald’s food prizes, but were specifically geared towards the ROI market.


For many Irish nationals this would be the first time they could play the game for themselves. A unique hashtag, #McWin, was created to enable customers to interact with McDonald’s Ireland across social media and share their experiences of the campaign.

Both during the pre-launch and launch phases of the campaign, the response has been overwhelmingly positive. Many customers took to Facebook and Twitter to comment on the MONOPOLY PRIZE MANIA posts, sharing their delight at the arrival of the MONOPOLY phenomenon.


Now into its second week, we’re seeing the campaign grow in momentum and popularity. Many customers have been sharing their experiences across social media:


We’re very excited to see the campaign take off so spectacularly, and with another four weeks to go, we can’t wait to see how many customers claim their prizes. MONOPOLY PRIZE MANIA is shaping up to be a game changer for promotions in Ireland at McDonald’s.

Follow @McDonaldsIreland on Facebook and @McDonaldsIRL on Twitter to watch the campaign unfold.