McDonald's revives Monopoly-theme promotion with digital gaming functionality

McDonald's is reviving its Monopoly-themed promotion, this time offering customers the chance to win cash and product prizes via mobile devices.

McDonald's: launches digital-gaming version of McDonald's Monopoly promotion
McDonald's: launches digital-gaming version of McDonald's Monopoly promotion

Now into its eighth year, McDonald's Monopoly Fortunes rolls out today and will run across UK restaurants for six weeks.

Where previously the game could only be played on a paper "peel-and-play" game board, McDonald's is now offering customers the chance to play through mobile and tablet devices by entering a unique code from each sticker onto a virtual game board.

Prizes range from £50,000 in cash and Honda Civic cars, to millions of McDonald's food products. The fast-food chain has also tied up with Best Western to offer more than 1,200 breaks to winning customers.

As part of the game, McDonald's is bringing four products back to its menu, including the Quarter Pounder Deluxe and Cadbury Creme Egg McFlurry.

McDonald's will support the return of Monopoly with an ad campaign, by Leo Burnett, spanning TV, outdoor, digital and point-of-sale. The TV ad, in 20- and 30-second formats, will show Mr Monopoly protecting the fortunes in his futuristic lair.

The brand will also promote the game through digital channels, with a YouTube homepage takeover and updates on its McDonald's UK Facebook page. Media and digital ads were bought by OMD.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).