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McDonald's UK Monopoly campaign rolls dice, lands on DOOH
McDonald's U.K. recently launched a digital signage ad campaign in the U.K. to promote the 10th anniversary there of its McDonald's Monopoly campaign running in partnership with Monopoly game maker Hasbro.
April 10, 2015 by Christopher Hall — w, t
McDonald's U.K. recently launched a digital out-of-home campaign in the U.K. to promote the 10th anniversary there of its McDonald's Monopoly campaign running in partnership with Monopoly game-maker Hasbro, according to production and creative tech firm Grand Visual. This year the "Golden Chances" campaign had £10 million worth of prizes up for grabs for customers of McDonald's, the firm said in its blog:
The partnership involves a Monopoly-style game that is integrated into McDonald's products, which gives customers the chance to win prizes after purchasing products from its restaurants, including four grand prize giveaways of £100,000.
Grand Visual's DOOH campaign management dashboard OpenLoop delivered localized updates in eight different regions with the number of prizes claimed in the local area, with creative centered around the idea "there are so many prizes to be claimed 'you'd better start practicing your winner's dance,'" the company said.
The campaign ran across more than 200 screens through 13 media owners, including Kong Outdoor:
Awesome #dynamicdooh campaign live across our network today created by @GrandVisual and @TalonOOH for @McDonaldsUK pic.twitter.com/KxKZRH4lHX
— Kong Outdoor (@KongOutdoor) March 30, 2015
And City Outdoor Media:
It's been great watching the numbers increase throughout the week. @TalonOOH #McDonalds pic.twitter.com/So9uMZz8C5
— City Outdoor Media (@City_outdoor) April 2, 2015
The activation was created by Leo Burnett, planned and booked by OMD and Talon, and ran from March 30 to April 4.
Cover photo courtesy of Kong Outdoor via Twitter.
