Branded Content is more often used in France but its use is highly regulated (depending on the media and product). In France, the new health regulations for food products make the branded content broadcast very difficult

How can we promote a simple and, frankly, boring digital draw?Well, simply by turning it into a totally crazy viral race: the McDonald’s Monopoly Race.In perfect consistency with the spirit of the game, the race takes place on the original board of Monopoly. The campaign consisted of:- An event-dedicated channel on YouTube, with live races, and a randomly generated race every day;- A video trailer;- MSN Home Page takeover;- A classic banner campaign.

This is supported by a digital campaign and event and the results speak for itself:-2,991,518 visitors and 1,353,155, which have registered and participated in the draw.-McDonald’s Monopoly channel was YouTube’s third most watched sponsored channel in the world.-The trailer of the operation is one of the 10 most viewed video ads from YouTube France in 2011 (more than 1,700,000 views).