McDonald's UK Monopoly campaign rolls dice, lands on DOOH
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:
And City Outdoor Media:
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.
Christopher is the managing director of the Interactive Customer Experience Association and former editor of DigitalSignageToday.com. A longtime freelance writer and reporter, he's bringing a fresh perspective and critical take on the industry.www