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 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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