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McDonald’s Monopoly returns for 10th year with Golden Chances

Thursday March 19, 2015 at 7:03am
McDonald’s UK has launched Golden Chances, the 2015 version of its long-running Monopoly promotion, now in its 10th year. This year, the promotion features enhanced social media activity, including a ‘Mr Monopoly Moustache’ selfie challenge. Golden Chances Monopoly offers a £10m prize pool spread across millions of customers. As in previous years, there is a mix of instant win prizes and collect-to-win prizes. The game launches yesterday (March 18) in all restaurants for six weeks and features a number of new elements, with a strong digital focus developed by The Marketing Store. Additionally, McDonald’s has worked with TMS to create the first-ever Monopoly game for McDonald’s 100,000 restaurant employees, which will run in parallel with the consumer promotion. The Golden Chances Monopoly game launch marks the 10th anniversary of the partnership between McDonald’s and Monopoly owner Hasbro. Golden Chances Monopoly will kick off a year of celebrations for the 80th anniversary of the board game, and puts icons, properties and playing pieces at the centre of the promotion. TMS developed the Golden Chances concept in conjunction with customers, as well as supporting the promotion with online activity. They have worked with McDonald’s UK’s social media and marketing teams to develop a social strategy across Twitter and other platforms to engage customers fully in the excitement of the new Golden Chances Monopoly game and to highlight mobile ways to play. The Mr Monopoly Moustache selfie competition involves consumers taking pictures of themselves with a moustache to make them look like the game’s iconic Mr Monopoly character. Customers will also see a bigger-than-ever presence in McDonald’s restaurants, with a number of new merchandise elements along the customer journey. The prizes on offer include free McDonald’s food, five cash amounts of £100,000, 20 Mini Cooper cars, 30 VIP film premiere experiences, easyJet European family holidays, Best Western hotel breaks, Samsung cameras, Sennheiser headphones, Urbanz speakers, Raleigh bikes and vouchers for BooHoo.com. Last year’s Prize Vault Monopoly game saw a record 9.2 million prizes awarded and generated 17.3 million online entries, 46% of which were via mobile. Steve Howells, head of marketing at McDonald’s, says: “Monopoly is a firm favourite among our customers and we are delighted to bring it back bigger and better than ever before for its tenth year. We’ve worked with our agencies including TMS to make this our most engaging Monopoly promotion yet, with customers able to win prizes by collecting Golden Chances Monopoly property sets, instant win prizes and millions of online chances to win cash, as well as the Mr Monopoly Moustache selfie campaign.” Howells adds: “Every year participation in the game grows and we continue to look for partners who can offer us prizes that really excite our customers. I’m delighted to be offering prizes from brands such as easyJet Holidays, Samsung and boohoo.com alongside instant-win cash and food prizes.”
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