Cannes Lions

Monopoly at McDonald's App

VML, Sydney / undefined / 2017

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Case Film

Overview

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Overview

Description

We knew customers were incredibly vocal in their disillusionment with the promotion, using words like “scam”, “rigged”, and “fake”.

Our idea refreshed the way people played the game, and put control in the hands of customers, making the reveal mechanic an entertaining mobile experience where winning felt like a possibility every time.

Upon scanning or entering a Chance Card code, a mini-game would be selected randomly:

1. Shake the phone to roll a dice to land on a prize

2. Spin a chance card to reveal a prize.

3. See virtual floating cards in the real world to select a prize.

We introduced a virtual game board, that made tracking progress easier and eliminated the need to retain paper tickets, and also increased the visibility of prizes on offer, as well as who was winning what nearby.

Execution

We used a phased approach, building anticipation and hype, then driving home the chance of winning across multiple channels. A “1 in 5 Wins Instantly” was central to most messaging, and we placed a heavy emphasis on mobile and targeted video content.

The phasing was applied across multiple channels and formats:

• One of the first brands to use YouTube bumper ads

• YouTube Trueview (25.5% completion rate)

• Paid search – 20% of total click traffic was driven by searches for “monopoly”

• Facebook (reached 60% of all 18-54yo on Facebook)

• Twitter (36% engagement rate)

• Localised messaging on Facebook targeted to 19 different regions

• Mobile display ads

• Digital OOH to keep the campaign top of mind and drive further paid search traffic

• Spotify placements

Outcome

The results were extraordinary.

• Over 2.3 million downloads across Australia and NZ (over four times the original target)

• Campaign resulted in McDonald’s highest ever sales week on record

• Market share of spend and traffic were the highest they’ve ever been

o 12.1% of Informal Eating Occasion spend

o 14.4% of Informal Eating Occasion traffic

• Monopoly at Macca’s was the most downloaded free app in the iOS App Store every day from September 7th until October 3rd

• It was also the top free app by week in both Australia and NZ for five weeks

• Highest brand metrics on record

• 36,740,410 tickets were registered during the promotion, 3x more than the previous highest year.

• Half of all players were still using the app two weeks after downloading, and over a third were still using it six weeks later