I look like Anthony Michael Hall

It’s all about the food!

Monopoly at McDonald’s ‘07 Promotional Game

The client wanted to make sure this annual promotion was ultimately creating more cravings for McDonald’s Fries than for Hasbro’s board games. So we came up with an internal creative theme—“McDonald’s food is the key to winning cash.”

That internal theme led to the game’s consumer-facing tagline, “Put Your Mouth Where the Money Is.” Then our team devised a series of fun visual solutions that showed gamepiece-carrying menu items as iconic money containers. These two elements became the creative glue for the promotion, consistently making the food/cash connection across a variety of touchpoints.

It’s all about the food!

Monopoly at McDonald’s ‘07 Promotional Game

Monopoly At McDonald’s 2007 Promotional Packaging

Along with the strong food focus, the client wanted us to help overcome consumer skepticism about winning. So we found real winners, invited them to Chicago for a photo shoot, and put them on packaging encouraging consumers to play and win just like they had. As we hoped, the agencies handling in-store merchandising and TV spots for the promotion used both our food-as-money-holder imagery and our winners in their elements. The result: one of the most integrated Monopoly campaigns to date. (Oh, and a big jump in comp sales, too!)

It’s all about the food!

Monopoly at McDonald’s ‘07 Promotional Game

Monopoly At McDonald’s 2007 Email Blast: 2008 Webby Award “People’s Voice” Winner

This 4-week campaign was designed to introduce the game’s food/money connection, encourage pre-registration, cue initial game play on Day 1, and refresh player engagement with “new news” about prizes in subsequent weeks.

It’s all about the food!

Monopoly at McDonald’s ‘07 Promotional Game

Monopoly at McDonald’s 2007 Online Game

We kept it simple, fun and enticing, with many of the cash-tastic design elements from the packaging used to communicate the imminent opportunity to win money. That plus new elements like hourly prizes and a $10,000 Free Parking Jackpot all helped the online game enjoy big-time growth in 2007.

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Monopoly At McDonald’s 2007 Promotional Packaging
Monopoly At McDonald’s 2007 Email Blast: 2008 Webby Award “People’s Voice” Winner
Monopoly at McDonald’s 2007 Online Game
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