Given nearly 75% of our consumers take MTR every day, we turned one of the busiest stations into McDonald’s Monopoly game board. The station was chosen as a platform for our game due to its connectivity and accessibility to the locations that there were shown in our board game as well, as its close proximity to McDonald’s restaurants.The board game was created with large stickers on the MTR floor for consumers to play the game at the station. Traditional media was also used to spread awareness about the game and gave consumers the feeling of ‘easy to play’ and ‘easy to win’.Through TVC, MTR advertising platforms, McDonald’s mini-site, blogs and Facebook, consumers were invited to take a ‘peel & play’ coupon from McDonald’s with the purchase of any food item. This coupon could be used to play the game at the MTR station with ample opportunities to win prizes.

During a 6-week campaign period, McDonald’s generated incremental product sales by +7.1% and +3.9% in guest count.There were over 550,000 visits to the campaign site, which was equivalent to 12.7% of Hong Kong’s population.Excitement in social media was high. Consumers created their own game piece exchange platform where they exchanged information and discussed the game.On Facebook, over 9,500 fans were recruited in 6 weeks, with over 1.5 million post views.Post campaign study gauged positive consumer reactions. Most consumers who had played the game were impressed with the overall size of the game.