McDonald’s and Monopoly — A Winning Combination

McDonald’s annual Monopoly game opens today, October 7, driving customers through the door with the promise of millions of instant-win food and cash prizes. McDonald’s is making more than 590 million game pieces available for the promotion, up from 557.1 million in 2007. Game stamps will either reveal an instant-win prize, such as free McDonald’s food, or cash prizes ranging from $50 to $100,000, or a Monopoly property. Players can collect game pieces and match “winning combinations” for a shot at cash prizes ranging from $50 to $100,000.

Returning cross-promotional partner, Foot Locker, is offering more than 95 million game pieces as a component of the in-store game. Each game piece carries a chance to win a $1,000 Foot Locker shopping spree, or 10%, 15% or 25% discounts off any Foot Locker purchase.

Game boards are available at participating McDonald’s restaurants, at participating Foot Locker, Lady Foot Locker or Kids Foot Locker stores or via the Foot Locker web sites.

Online, customers can enter 10-digit codes printed on their game pieces for a chance to win instant prizes, including 28 daily prizes of $100,000 through Nov. 3. Players roll virtual dice once for every code they enter up. Game tokens on the virtual board will move to the corresponding number of spaces. Consumers can collect property to form winning combinations, or those who land on the Chance, Community Chest, Go or Free Parking spaces will instantly win a prize.

New in 2008, McDonald’s is adding a mobile component to the mix. Customers can enter codes to play the online game through their mobile phones, sponsored by EA Mobile. People can also play by text message by sending the code on their game stamp to short code 96363. Once the code is received, players will receive one online game play.

The Marketing Store is the lead agency handing the promotion. Alma DDB handles Hispanic marketing advertising, and IW Group manages Asian American advertising. Tribal DDB is in charge of online advertising. GolinHarris handles general market PR and VPE Public Relations is in charge of PR for the Hispanic market, while Burrell Communications oversees PR and advertising for the African American market. DDB handles general market advertising and OMD is the media buying agency.