McDonald’s is launching the UK’s biggest-ever promotion, with 34 million prizes worth a massive £280m on offer from next week.

The Marketing Store, which has been working with the fast food giant for the last three years, has moved the promotion on by increasing the chance to win to one in three and by making the prize pool bigger.

The Marketing Store was responsible for the development of the campaign concept, the game mechanics, sourcing the prize pool, game piece production, logistics, in-restaurant delivery and promotion communications. For 2009, The Marketing Store has introduced a number of new prize partners including Kodak, EA, N-Gage by Nokia, HQhair.com and WH Smith alongside long-term partners, hmv, Visa and Buyagift.com.

Brand partnership specialist Parallel Promotions was brought in by The Marketing Store to focus on the property, energy and travel industries; as a result, FindaProperty.com, npower and Virgin Holidays are all providing prizes.

McDonald’s will launch Best Chance Monopoly with the support of a through-the-line advertising campaign including TV, press and online.