MCDONALD’S partnered with Zynga to create a first-of-its kind campaign within FarmVille, the most popular social game. MCDONALD’S was the first brand to integrate a branded farm into FarmVille, complete with crops growing as the MCDONALD’S logo, a sesame seed bun factory, and billboard announcing their MONOPOLY promotion.For the one day event the McDonald’s farm was highlighted to players as a “Neighbour Farm” which players could interact with from their own farms. Player interaction was rewarded with a McCafe FarmVille consumable to enhance game play; the McCafe consumable delivered energy to players to move about their farms at twice the speed. Players could also earn a MCDONALD’S hot air balloon to decorate their personal farm, which remained on their farm after the campaign.The FarmVille welcome screen and promotion bar were custom designed to announce the MCDONALD’S Neighbour Farm event and communicate “MONOPOLY is back at MCDONALD’S!”

The one-day integration had astounding results:-- Total visits to MCDONALD’S Neighbour Farm represented a 73% conversion rate of total visits to users’ farms.-- 95% of unique visitors engaged with the MCDONALD’S consumable item.-- 62% of total respondents were aware of timing for MCDONALD’S MONOPOLY promotion.-- 23% respondents visited MCDONALD’S.com to learn more about MCDONALD’S MONOPOLY promotion.-- After seeing MCDONALD’S in Farmville, 1 out of 4 respondents went to eat at MCDONALD’S.