Awarded Mobile Usage

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McDonald’s + Monopoly

Puerto Rico | July 2013

Client Brief

In July 2013 McDonald’s launched its promo in Metro for the Monopoly sweepstakes in order to engage the consumers to participate in the game. Metro carried street promotion with all Metro promoters, dressed as Mr. Monopoly – tuxedo shirt, hat and a mustache – with print ads, web banner and support in Metro’s social platforms. The campaign consisted of a 4 page spread, with one of the ads being the Monopoly board game which came alive when readers downloaded the McDonald’s Monopoly promo mobile application. This way readers could appreciate the full promo in 3D.

Reach

The promotion was carried out through all distribution points, with a full circulation of 115 000.

Results

Memorable and creative promotion. Consumers and even clients still talk about that special promotion. Approximately 33 000 android and 30 000 iPhone McDonald’s Monopoly apps were downloaded for that specific execution.

Winner comments

Monopoly was a very successful platform within the Puerto Rican market, not only in sales, but also in the growth of its brand. We wanted to take advantage of all the well-known elements of the game and communicate all its magic in an innovative way. Through the Augmented Reality technology we accomplished that purpose, incorporating this digital novelty in the print ads published in Metro. The print quality of Metro was crucial to accomplish the optimal performance of this technology taking it to the hands of the readers through its full print run.

– Karina Galletti, Regional Marketing Manager, Arcos Dorados

 

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Entertainment

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For more info on Metropolitans and Entertainment please take a look at the new Metropolitan Report #3