The numbers behind McDonald’s Monopoly are staggering. 155 million pieces of bespoke packaging, enabling 10.4 million winning moments. And every year we are tasked to beat the previous year’s commercial targets. Which we have achieved eleven years running.
In 2016 we needed to consider changing consumer needs. Firstly, they live in a world of hyper-empowerment, with smartphones as remote controls for life. Secondly, they are ‘Experience Economy’ participants – cherishing life experiences more than material possessions. Cue Prize Choice – using the psychology of choice, we modernised gameplay by stitching experiences into every campaign and prize element. By allowing winners to choose prizes, at every level, we created moments people remembered, captured and shared.
Another historic win for McDonald’s Monopoly.
Our audience became more than prizewinners, they were brand participants elevating their relationship from fans to brand lovers. This delivered the highest guest count in McDonald’s 42 years in the UK. And brand affinity scores increased significantly, especially among infrequent visitors (Brand Closeness +59% & Positive Brand Image +32%).