McDonald’s collaborated with Monopoly, all-time favourite boardgame, to set the gaming mood ablaze!Property game labels become the NEW Trading Social Currency… forget brick and mortar houses.Hyping up trading, game tables were distributed via National dailies’, take-ones and restaurant tray mats. This induced purchase of meals for ‘property’ collection. Online buzz on trading and players projecting winning odds spread went wild! Consumers were tracking winners and trading like the stock market.Adding realism to our game, ambient placement of game piece posters matching actual locations scattered round the island. Walking into McDonald’s was akin to playing live Monopoly.

Goal (1): • Incremental sales of >12% in 2009 versus the same campaign period window in 2008.

Goal (2): • McDonald’s Monopoly Website (www.mcdwin.com) garnered 1,959,304 page views with average time spent on website was 4.56 minutes and 73% registered as new visitors. Online buzz on McDonald’s increased 41% comparing same period year on year and favourable index also increased by 6%.Goal (3): • Whopping >70% increase of number of Extra Value Meal sold during the campaign period. Source: McDonald’s sales data and Agency propriety research.This campaign has given consumers new interest in McDonald’s and increased brand saliency.