McDonald’s Monopoly celebrates returning for the tenth year, with the Golden Chances campaign

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McDonald’s UK is launching its new Golden Chances Monopoly game with a £10m prize pool to reward its millions of customers with a range of exciting prizes.

The game launches on 18th March in all restaurants for six weeks and features a number of new elements, with a strong digital focus developed by The Marketing Store. Additionally, McDonald’s has worked with TMS to create the first-ever Monopoly game for McDonald’s 100,000 restaurant employees, which will run in parallel with the consumer promotion.

The Golden Chances Monopoly game launch marks the 10th anniversary of the partnership between McDonald’s and Monopoly owner Hasbro.

Golden Chances Monopoly will kick off a year of celebrations for the 80th anniversary of the board game, and puts icons, properties and playing pieces at the centre of the promotion.

TMS developed the Golden Chances concept in conjunction with customers, as well as supporting the promotion with online activity. It has worked with McDonald’s UK’s social media and marketing teams to develop  a social strategy across Twitter and other platforms to engage customers fully in the excitement of the new Golden Chances Monopoly game and to highlight mobile ways to play.

Customers will also see a bigger than ever presence in McDonald’s restaurants, with a number of new merchandise elements along the customer journey. As ever, the prize pool is compelling – along with McDonald’s food, prizes include five cash amounts of £100,000, Mini Cooper cars, VIP experiences and family holidays. Customer favourites including the Big Tasty and Creme Egg McFlurry are also returning, to the menu, some of the most popular in the restaurant chain’s recurring menu items.

Golden Chances Monopoly will build on the success of last year’s Prize Vault Monopoly game, which awarded a record 9.2m prizes and reached 17.3m online entries, 46% of which were via mobile.

Steve Howells, head of marketing at McDonald’s, said: “Monopoly is a firm favourite among our customers and we are delighted to bring it back bigger and better than ever before for its tenth year. Promotional menu items like the Big Tasty and Creme Egg McFlurry return with the added incentive of the chance to win millions of prizes. We’ve worked with our agencies including TMS to make this our most engaging Monopoly promotion yet, with customers able to win prizes by collecting Golden Chances Monopoly property sets, instant win prizes and millions of online chances to win cash, as well as the Mr Monopoly Moustache selfie campaign we want to give fans of the game a chance to really participate in it.

“Every year participation in the game grows and we continue to look for partners who can offer us prizes that really excite our customers. I’m delighted to be offering prizes from brands such as easyJet Holidays, Samsung and boohoo.com alongside instant win cash and food prizes.”

Francine Rumball, business director at TMS, said: “Monopoly is a cornerstone of the McDonald’s calendar that our customers really look forward to. The potential that this campaign has for McDonald’s is clear, so together we have built more social and in–store experiences that will drive greater participation.”