This year the star of the McDonald’s Christmas Advert is ‘Archie the Reindeer’ , a loveable reindeer brought alive by one girl’s imagination. The advert was hosted on Sunday 17th November during ITV’s flagship show, I’m a Celebrity Get Me Out Of Here! and tells the story of a young girl called Ellie at Christmas.

Ben Fox, Marketing Director, McDonald’s UK and Ireland said: “We’re proud of the role we play in getting the nation Reindeer Ready each Christmas and this year is no exception. We’re celebrating the magic of Christmas through the eyes of Ellie, an imaginative little girl, in an advert which illustrates scenes recognised by parents across the country, as the whole family comes together to get Reindeer ready. We hope the public enjoy Ellie and Archie’s adventure as much as we do.”

Commenting on the campaign, Chaka Sobhani, Chief Creative Officer, Leo Burnett London said: “This campaign celebrates the power of a child’s imagination which comes even more to life at Christmas time. Kids have that incredible ability to embrace the magical side of Christmas and see wonder where we struggle to especially when teenagers. We hope this Christmas tale of a little girl and her tutu wearing dog warms the heart and gets the country Reindeer Ready.”

As part of the campaign, McDonald’s will be launching a brand-new ‘Archie the Reindeer’ storybook, also available in ebook and audiobook form. Books can be ordered and downloaded from 17th November from the McDonald’s Reindeer Ready Hub. The Reindeer Ready Hub has everything you need to get you and your family in the Christmas mood this festive season, including a competition to win this year’s McDonald’s Christmas jumper, inspired by their festive cups, also launching on 17th November.

Reindeer Ready Live is also returning on the hub this year. This augmented reality tool allows parents to share with their children the magical moment Father Christmas’ reindeer enters their home at Christmas, and will be available for parents to use in the run up to Christmas from 18th December.

With media planning and buying led by OMD UK, families can also create a magical digital experience on Snapchat, with a lens that transforms the user and their dog into a reindeer. Snapchat filters are also available for customers visiting McDonald’s restaurants.

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McDonald’s launches its latest Happy Readers campaign as research from the National Literacy Trust reveals that almost a fifth (19%) of children aged 5 to 8 don’t have any books of their own.

Research conducted by the National Literacy Trust revealed that whilst over three quarters of children aged 5 to 8 enjoy reading in their free time (76%), only a half of UK kids read outside of class (54%).

Jo Conlon, Family Marketing Manager at McDonald’s UK, said: “We are committed to helping families enjoy reading together by improving access to brilliant children’s books and the Happy Readers scheme does just that. With 70 million books distributed to date, we hope the programme continues to inspire families across the country to enjoy these fabulous stories together. David Walliams’ books are loved by kids nationwide. The World’s Worst Children books are full of wickedly funny stories and horrible happenings that leave young readers squirming in their seats – in a good way!”

The Happy Readers campaign is supported by Emmerdale actress and celebrity mum of three, Charley Webb. Speaking about the campaign, Charley, said: “I think the Happy Readers scheme is brilliant. It is incredibly important young children are encouraged to read for their own mental health, as it provides them with an opportunity to relax and wind down with their loved ones. My kids love the World’s Worst Children stories, particularly Buster who adores “Vain Valentine” where the main character’s vain eccentricities leave us both in hysterics. As a family, we love to read together, and always make time for a bedtime story.”

Lending her support to the campaign, Charley is hosting a reading of the Happy Reader editions at a McDonald’s restaurant in Knaresborough on the 12^th September to bring some of the hilariously horrible characters from the books, to life.

Jonathan Douglas, Chief Executive of the National Literacy Trust, said: “We are pleased to be supporting McDonald’s on their sixth Happy Readers campaign to encourage more children to read in their free time. With our research showing that 1 in 5 young children don’t have any books of their own at home, the Happy Readers scheme is a great way to increase children’s access to books and get them reading avidly in their free time. When children enjoy reading and have books of their own at home, they do better at school and are more likely to lead happy, healthy and successful lives.”

Ann-Janine Murtagh, Executive Publisher at HarperCollins Children’s Books, said: “As part of HarperCollins ongoing commitment to literacy it is wonderful to be reaching an even bigger audience of new readers with these special Happy Reader editions of David’s bestselling series. David’s stories are perfect for shared family entertainment and we very much hope this will demonstrate the pleasure and fun that reading can bring.”

The McDonald’s Happy Readers promotion launched on 11^th September and runs over five weeks, with one book given away with each The World of David Walliams Happy Meal until 15^th October.

For more information, please visit https://www.mcdonalds.com/gb/en-gb/latest/happy-meal.html.

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Creative agency Leo Burnett London and McDonald’s have launched a new finger wiggling advertising campaign called ‘Peely Peely’ to announce the return of the eagerly awaited annual Monopoly promotion.

With a shared ambition to make the Monopoly game more famous than ever – Leo Burnett London developed a campaign to compel more and more people to get ‘peeling’ by reminding fans to play again this year, and giving people who don’t often play a reason to get involved.

Tapping into the innate truth that people don’t want to miss out on what their friends are doing, the integrated campaign touches upon on the social isolation experienced by people who miss out on what friends, colleagues and family are all aware of when using the universal ‘Peely Peely’ code.

The campaign follows the story of Jon and the day he realises just how out of the loop he is with this new social phenomenon.  Jon goes about his day permanently baffled as all around him people are wiggling their forefingers saying “Peely Peely?”. His work colleagues are doing it, a couple on his morning commute are doing it and even his friends are doing it to each other. What’s going on? As the film continues, it is clear everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The prizes on offer are brought to life with a 3D animation sequence developed by The Marketing Store who have created this visual identity used across all touchpoints of the campaign.

Prior to launch, McDonald’s capitalised on the online excitement around the game’s return by flooding their social channels with Peely Peely GIFs and social stickers with the GIFs already clocking over 1.3 million views. This was amplified by influencer activation from RED consultancy from 14^th March as the nation gets Peely Peely.

Officially launching on 20th March, the fully integrated campaign developed in collaboration with The Marketing Store, OMD & Armadillo will bring the Peely Peely story to life through television, cinema, OOH, digital outdoor, press, social, in-restaurant, consumer PR and e-CRM.

The campaign will also be delivered though immersive binaural radio – a first for McDonald’s.

Throughout the campaign, there will be close-to-real time dynamic data feed updates, showing the total number of prizes won on a regional and national level across digital outdoor, local press, digital, social and a bespoke TV spot during a Britain’s Got Talent ad break.

Luke Boggins, Creative Director at Leo Burnett London, said: “It’s that time of year again.  Monopoly’s back at McDonald’s… It’s Peely Peely time and we’re making sure that Monopoly is the only thing you want to do next lunch break…”

Ben Fox, Marketing Director of Brand & Experience at McDonald’s, said:  “Monopoly is a well-established and much loved promotion with our customers. As a responsible business, this year we have removed the ‘go large’ incentive, increasing the number of stickers provided for a medium Extra Value Meal to ensure customers receive the same opportunity to win regardless of their order. In addition, for the first time, customers will receive Monopoly stickers on carrot bags and side salads as well as our Big Flavour Wraps.

Peely Peely gives fans a chance to share their love, and reminds those who know Monopoly, but haven’t played in a while, not to miss out. We’re excited to see this come to life across all platforms especially with our first ever binaural radio ad as well as a social campaign that brings our customers into the storyline. Do you Peely Peely?”

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McDonald’s has signed a deal with The Smiley Company, master licensee for the Rubik’s Cube, for the iconic 1980s puzzle toy to feature in McDonald’s Happy Meal offers in multiple countries.

In a deal brokered by global customer engagement agency The Marketing Store, which has worked closely with McDonald’s for many years, the multi-territory promotion will appear in McDonald’s restaurants across various European countries, the Middle East, Africa and North America.

The campaign launches in France this month (July 2018) and will then roll out across other territories from August through November 2018, including Italy, Spain, Austria, UAE and Canada, amongst many others.

It is not clear yet whether it will be running in the UK, where restrictions are in force on the use of toys and licensed characters to promote food and drink products. Promomarketing has asked McDonald’s for clarification on this point.

Unusually, the Happy Meal Box will be transformed from its traditional tented ‘house’ design into a Cube shape to mirror the Rubik’s Cube for the duration of the campaign.

Children enjoying a Happy Meal at participating McDonald’s will have a choice of four different bespoke Rubik’s Cube toys; including square 2×2 cubes and rectangular 3×2 cubes as well as rounded versions of these, with a total of 12 different toys to choose from.

The unique promotion will also feature a product mash-up between Rubik’s and a major Hollywood animation film studio’s properties appearing on the toys alongside the iconic Rubik’s Cube colours and trademark twist and turn mechanism.

Nicolas Loufrani, CEO at The Smiley Company, says: “We have worked closely with The Marketing Store and the whole team at McDonald’s and are really pleased with the innovative and high quality content of this campaign. From the robust mini Cubes and the unique Rubik’s Cube shaped Happy Meal box to the TV ads and bespoke games created for the Happy Studio app, every aspect of the promotion has been crafted to perfectly leverage the Rubik’s brand mission of encouraging children to PLAY SMART and further our goal of bringing intelligent play to kids of all ages.”

The Smiley Company will be leveraging the partnership with McDonald’s to drive the ongoing Rubik’s brand extension program and “to realise our plans to take the brand to new consumers, with particular emphasis on engaging the brand with children aged from 3-8 years old, as our brand mission continues to focus on creating new toy partnerships for this age group,” Loufrani adds.

To support the promotion’s launch in the markets where it will be appearing, there will be a 360° marketing campaign, supported by a TV advertising featuring the Happy Meal mascot ‘HAPPY’ playing with a Rubik’s Cube in a 26 and 13 second spots. There will also be series of ‘How to Solve’ short video tutorials launched on social channels to help kids solve the bespoke Happy Meal Rubik’s Cubes, and a McDonald’s Happy Studio app takeover.

Additional marketing materials will include in-store POS, branded balloons, colouring sheets, wall stickers and window decals which will help amplify the Rubik’s brand identity throughout the promotion.

The launch of the activation in France is being supported with an influencers’ campaign while other national markets will also see major marketing initiatives.

The Smiley Company is a brand licensing company which originated in France and which holds the intellectual property rights to the classic smiley face symbol face symbol in more than 100 countries (although not the United States, where the symbol originated).

In addition to the smiley symbol, it also holds licensing rights for Rubik’s Cube and related properties, and recently launched a major brand extension program for Rubik’s. This draws on Rubik’s iconicity, rich heritage and archive and the resurgence of retro gaming and geek culture, while utilising Smiley’s own industry leading design studio and world class distribution channels.

The company says global demand for Rubik’s is now at the highest levels since its launch in 1980 and a number of industry leading partners have already signed up across categories including apparel, back to school, gift, live events and attractions, partworks, promotions and publishing.

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Too many major brands are coming late to the party and/or delivering paper-thin token gestures in their ‘show’ of support for causes, says Ciara Garratt of global brand experience agency Sense. 

Have you noticed how every brand is trying to prove a point at the moment? How every product you pick up in the supermarket now boldly states its protein content? Or, how the shampoo you bought the other day is suddenly ‘gluten free’?

Perhaps awareness of even a simple form of marketing is heightened for us marketers, but in a society where everything is under scrutiny, and where consumerism is at its peak, it feels like brands are more self-aware than ever before.

In 2008, Heineken brought us the ‘Walk-in Fridge’, racking up millions of views on YouTube. The ad highlights the different values of men and women, as stereotyped in society a decade ago, as a couple show their friends around their new home. The woman shows her walk-in wardrobe to her female friends, while the man reveals a walk-in fridge full of beer to his mates. Both result in enthusiastic screams from their same-sex friends. The advert played on traditional stereotypes in a humorous way – presumably to appeal to what it thought was an all-male audience.

As society has changed, brands have had to adapt to a more nuanced view, which we can see in Heineken’s 2017 #OpenYourWorld ad. Heineken brought together people from different cultures, backgrounds and sexual orientations in a ‘social experiment’, exploring the benefits of finding common ground – Heineken beer and reasonable discussion. The message was raw, empathetic and forward-thinking, which, in the current climate of thriving equality and liberalism, was well-received.

Of course, we expect brands to evolve with the times – they need to stay relevant to the changing attitudes of their audience. But the way in which brands manage that change is critical. Heineken achieved a 180-degree pivot; from clumsy sexist stereotypes to jumping on the equality bandwagon – without irritating the public. Because it was a proactive effort, even though the principle isn’t exactly original, it comes across as relevant and authentic. We’re all entitled to change our minds once in a while (even if it takes the best part of a decade).

What’s more concerning is when real world issues are side-lined, only to later be exploited by brands looking for a hot-topic-of-the-moment.

Plastic no longer fantastic

For example, despite scientists sounding the alarm for years over the impact of plastic on the environment, it seems like brands have only recently started to take action, capitalising on the opportunity to be seen in a positive light.

Do they feel a genuine corporate social responsibility or is it just another tactic to make headlines? It’s particularly galling when the brands in question are category leaders – surely major powers on the world stage should be leading from the front, rather than playing cautious catch up, or only acting when they’re caught out?

Greenpeace has made a number of protests shaming Coca-Cola for its contributions to plastic waste, although coverage of this has been all too scarce. However, when Coca-Cola ‘heroically’ announced that it will recall and recycle 100% of its packaging to help clean up our oceans, it made the news. Shouldn’t we really be celebrating Greenpeace, for acting when it mattered, rather than a huge corporation that showed up late to the anti-plastic party?

Where Heineken has made a positive shift and potentially contributed to changing people’s perceptions, other brands have been less proactive and instead demonstrated a lazy approach to jumping on the bandwagon. A prime example of this is when McDonalds turned the trademark ‘M’ upside down to show support for International Women’s Day. They’re hardly a brand who you would expect to be active on such an occasion, but perhaps like Coca-Cola they were only responding to external pressures.

Brands should be careful about how they portray acts of ‘good’ and must try to avoid looking exploitative. Instead, they should be proactive; earning respect by taking action, instead of just nodding in agreement like McDonalds. What Heineken have done is much more believable and empowering – instead of caring about how they look to consumers, they have focussed on getting the consumer to think about the bigger picture themselves, and hopefully make their own contributions to change.

It’s easy to say “better late than never, Coke” or “at least you’re doing something, McDonalds”; but the reality is that if these brand leaders were more proactive in the first place, they wouldn’t need to jump on the brandwagon. They’d be driving it – and making a real difference along the way.

Ciara Garratt is Account Manager at global brand experience agency Sense.

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McDonald’s launches McDonald’s Monopoly Wiiiin, the latest version of its annual Monopoly promotion, on March 21st 2018. The promotion ends May 1st 2018.

This is the 13th consecutive year that McDonald’s has teamed up with Monopoly’s owner, global toy and game company Hasbro, for a promotion themed around the classic board game. The annual McDonald’s Monopoly campaign is one of the biggest promotions in the world, if not the biggest, in terms of prizes.

The promotion is open to consumers aged 16 or over who are UK, Isle of Man or Channel Islands’ residents. There is a No Purchase Necessary route for Northern Irish consumers.

There are four ways consumers can win prizes by collecting the game stickers which come with McDonald’s menu items:

• Instant Win – peel and reveal one of millions of prizes to win instantly. Prizes include £25,000 cash, MINI cars, Xbox One X game consoles, cameras, speakers, experience vouchers, cinema tickets, fashion vouchers and Sky passes.
• Collect to Win – collect and complete property sets from the classic Monopoly board to win prizes including £100,000 cash, holidays to Universal Orlando theme park, games consoles, speakers, NOW TV passes, fashion vouchers and experience vouchers.
• Online Win – all stickers carry a unique 10 character code which can be entered online at mcdonalds.co.uk/monopoly for the chance to win instant prizes every minute including cash, Deezer premium subscriptions and CeX vouchers, Sky Store vouchers and millions of other prizes.
• Finally, the ‘Got 10 Spares Game’ allows consumers to turn any 10 property sticker combinations into a Sky pass allowing them to get one day of Sky Sports or one month of Sky Entertainment, Sky Cinema or Sky Kids. Players can claim up to three passes during the lifetime of the promotion, but they have to be different.

The total prize pool on offer includes four lots of £100,000 (for getting both Mayfair and Park Lane), four lots of £25,000 in cash (instant win prizes), 20 MINIs, 20 Universal Orlando trips, 500 Xbox One X games consoles, 13,000 bundles of a NOW TV box and annual pass, Best Western Hotel breaks, Red Letter Day vouchers, Missguided or Mennace fashion vouchers, KitSound Wireless Speakers, Sony Action cameras, Mello skateboard kits, cinema tickets, PrezzyBox.com vouchers plus a range of online retailer discount vouchers and free McDonald’s menu items.

The promotion was created by The Marketing Store, which has been working on the McDonald’s Monopoly promotions for many years, with advertising created by Leo Burnett London.

Full terms and conditions and a full list of all prizes are available on the promotional website, monopoly.mcdonalds.co.uk.

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McDonalds UK has partnered with fashion industry icon, Julien Macdonald OBE, to unveil his interpretation of a deluxe burger box for McDonald’s Signature Collection, its range of gourmet burgers.

Macdonald has dressed A-list stars including Jennifer Lopez, Gigi Hadid, Bella Hadid, Taylor Swift and Kim Kardashian.

Only 1,000 bespoke boxes have been created; they will only be available at a series of McDonald’s showcase events around the UK. One special box, embellished by Macdonald himself, was unveiled in McDonald’s flagship Leicester Square restaurant on August 23^rd – the plan is to auction it to raise money for the Ronald McDonald House Charities (RMHC).

Fans can get their hands on very limited numbers of Julien Macdonald’s McDonald’s box by signing up to one of a series of McDonald’s showcase events around the UK. Entry details are available at www.mcdonalds.co.uk/signaturecollection

Julien Macdonald says: “I drew inspiration from my fashion creations and iconic embellished red carpet dresses. This was translated into a gold baroque crystal encrusted box, which is the perfect packaging for the luxury McDonald’s Signature Collection burger

The Signature Collection has been on trial in selected restaurants, and will be available in over 900 McDonald’s restaurants across the UK by year-end.

Emily Somers, Vice President of Marketing at McDonald’s, adds: “This is our first ever UK packaging collaboration; it’s a brave and exciting move and it’s like nothing we’ve ever done before. To partner with such an iconic designer as Julien Macdonald is fantastic, and his beautifully designed star-studded box complements The Signature Collection perfectly and is a great way to mark our nationwide launch of The Signature Collection.”

The Signature Collection was designed for McDonald’s by the Chefs Council, led by Duncan Cruttenden, McDonald’s UK Director of Food Development. The Council is responsible for McDonald’s food development and flavour and is made up of chefs and international food specialists who have worked in Michelin Star restaurants and cooked for royalty.

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McDonald’s and Cadbury have both signed up as brand partners for the fifth Fusion Festival, taking place this year over the weekend of September 2-3 in Liverpool. Capital FM is again official media partner.

So far, acts confirmed include Little Mix, Take That, Tinie Tempah, John Newman, Louisa Johnson, Ella Henderson, The Vamps, JP Cooper and Jax Jones.

Fusion Festival is expected to attract around 80,000 consumers, 60% of them aged between 18-25 and 75% of them female (based on previous festivals).

McDonald’s and Cadbury will both be activating within the experiential village at the festival.

Brand and media partnership agency What If London is managing the partner program, and is still negotiating for headliner, support and experiential activation rights for 2017. The headliner will get its brand incorporated in the event name as well as mentions in the Fusion Festival’s marketing, including social media and on Capital FM. Opportunities open for supporting partners include second stage naming rights, sampling, experiential and pop-up retail. Previous Fusion Festival brand partners have included Vimto, Kopparberg and Gallo Wines.

Fusion Festival also has a dedicated YouTube channel and What If London is looking for a ‘presenting partner’ for a 75-minute festival highlights show which will appear on the channel.

What If London is a member of UK marketing industry body, the Institute of Promotional Marketing.

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McDonald’s launches McDonald’s Monopoly Win Win, the latest version of its annual Monopoly promotion, on March 22nd 2017. The promotion ends Tuesday May 2nd 2017.

This is the 12th consecutive year that McDonald’s has teamed up with Monopoly’s owner Hasbro for a game-themed promotion. McDonald’s has also announced that to celebrate the launch of the game promotion, it is bringing back the Cadbury Creme Egg McFlurry and Cadbury Caramel McFlurry products for a limited time.

This year sees McDonald’s and Hasbro offer customers a number of different ways to participate and win – including a new fourth way to play.

Each game sticker now has a multipurpose and allows customers the opportunity to win whatever way they play. These include:

• Instant Win – peel and reveal one of millions of prizes to win instantly
• Collect to Win – collect and complete property sets to win prizes
• Online Win – stickers carry a unique nine-digit code which can be entered online at mcdonalds.co.uk/monopoly for the chance to win cash every minute, Deezer premium subscriptions and CEX vouchers, plus millions of other prizes.

New for 2017, the fourth way to play allows customers to turn any 10 property sticker combinations into a Now TV pass with winners choosing between a one month’s Sky Cinema pass, a one month’s Entertainment Pass, a one month’s Kids pass or a one day Sky Sport’s pass.

Prizes on offer include four lots of £100,000 (for getting both Mayfair and Park Lane), four lots of £25,000 in cash (instant win prizes), 20 MINIs, 150 £1,500 Airtours vouchers, 500 Sony PlayStation 4 games consoles, 13,000 bundles of a NOW TV box and annual pass, Best Western Hotel breaks, Monopoly sets, Red Letter Day vouchers, BooHoo.com vouchers, KitSound Wireless Speakers, Sony cameras, Mello skateboard kits, cinema tickets, PrezzyBox.com vouchers plus discount vouchers and free McDonald’s menu items.

Steve Howells, Head of Marketing, Food and Beverages, at McDonald’s UK, said: “I know our customers excitedly await this promotion so I’m delighted to welcome back Monopoly at McDonald’s for a 12th year. We’ve listened to our customers and we know it’s frustrating when customers have stickers but not sets. I’m therefore excited to introduce this fourth way of playing, enabling customers to put these stickers to good use. I look forward to seeing some of our customers win big!”

McDonald’s Monopoly saw over 10 million prizes claimed last year.

The promotion was created by The Marketing Store, which has been working on the McDonald’s Monopoly promotions for many years, with advertising created by Leo Burnett London.

Full terms and conditions are available via monopoly.mcdonalds.co.uk/terms

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McDonald’s has launched the latest version of its long-running Monopoly promotion, Monopoly Prize Choice in the UK and is about to launch a different Monopoly-themed game in the US.

It is the 11^th year in a row that McDonald’s UK has teamed up with global toy and game company Hasbro to create a Monopoly themed promotion. In Monopoly Prize Choice, players will have the chance to win over 55 million prizes, the largest pool of prizes McDonald’s has ever offered.

The big difference this year is that prize winners are being given more of a choice in what they get – for example, players can win a holiday and choose between jetting off to California, Thailand or New Zealand, as well as choosing trips and activities to get involved in when they land. Winners of a Mini Cooper, can choose from the 3-door Hatch, Countryman or Clubman.

The choice element also extends to the smaller prizes on offer: so, for example, winners of one of the food prizes on offer can choose between a Big Mac or Quarter Pounder, McFlurry or Cheeseburger.

The Marketing Store, which has been working on the McDonald’s Monopoly promotions for years, has developed the new campaign concept, after consumer research showed McDonald’s customers cherish life experiences over material possessions.

The prize pool has therefore been refreshed with this in mind, with specially selected prizes to ensure winners have an unforgettable experience.

The multimedia marketing campaign for the promotion showcases choice at every touchpoint, including out of home, packaging, in-store, social posts, community management and website, all designed to bring the concept of choice to life.

Working with Leo Burnett London, choice has been activated through a TV advertising campaign that gives viewers the power to choose what their TV adverts look like each week. Through the use of Twitter polls, viewers can choose from a range of thrilling and daring stunts inspired by the prize pool.

Steve Howells, Head of Marketing at McDonald’s, said, “For the 11th year of McDonald’s Monopoly, we wanted to re-invigorate the promotion and make it bigger and better than ever before. With choice at every level of the prize pool, we are empowering our customers by giving them a say in every win; from choosing their holiday destination all the way through to choosing between a Cheeseburger and a McFlurry.”

Howells adds: “With millions of prizes to be won, the theme of choice is brought to life across all of our marketing activity, and we are hugely excited to be putting the power in the hands of our customers by allowing them to choose what our next TV advert looks like each week.”

Sav Evangelou, Executive Creative Director at The Marketing Store, said, “We aimed to create a brand experience more than a promotion because customers said they loved the experience of gameplay. In 2015 when we gave customers props and prompts like wearable Mr Monopoly moustaches, they captured the experience and shared it across their social networks, so we’re keen to see how customers will respond to a campaign that gives them even more to talk about.”

Monopoly Prize Choice will build on the success of the 2015 Golden Chances Monopoly game, which awarded a record 9.3 million prizes and delivered 18.5 million online entries.

The Marketing Store will also support the promotion with online and mobile gameplay and offer more ways to engage on social media following last year’s 75,000 direct interactions across Twitter and Facebook, and 18m online game plays.

Additionally, McDonald’s will run a Monopoly Prize Choice game for McDonald’s 100,000 UK restaurant employees, which will be live in parallel with the consumer promotion.

In the US, McDonald’s will be introducing Money Monopoly – with instant win cash prizes plus a grand prize draw for $1m – on March 29^th.

McDonald’s first linked up with game company Hasbro to license the Monopoly intellectual property rights for a game in 1987 and has been running Monopoly-based promotions ever since.

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