McDonald’s has launched a campaign to support its tie-up with Monopoly that gives customers the opportunity to win millions of prizes.
A TV spot, which forms part of a wider multi-media campaign comprising press, radio, outdoor and in-store activity created by Leo Burnett London, sees a metal detectorist scanning a deserted beach in search of hidden treasure. However all he finds is a buried metal detector.
Upon going to McDonald’s and buying a meal, he then discovers that he is one of the lucky winners, proving that anyone can be lucky with McDonald’s Monopoly, with more ways to win than ever before.
The 20-second spot, which breaks on 3 April and runs until 23 April, is supported by an extensive nationwide DOOH campaign comprising digital 6-sheets across roadside, shopping malls, and city centre locations.
The DOOH activity provides dynamic updates on the number of prizes collected alongside geo-targeted calls to action, such as “Birmingham could you be lucky?” delivered through OpenLoop. It was created by Leo Burnett and produced by Grand Visual with planning and buying through OMD UK and Talon.
The Marketing Store was responsible for in-store collateral.