McDonald's Monopoly

The business challenge

Monopoly is one of McDonald's key promotions designed to win the hearts and minds of the population but competition in the Quick Service Restaurants sector is fiercer than ever. Whilst highly anticipated each year, customer engagement naturally dwindles over the course of the promotion and our task was to prevent this from happening with specific goals:

  1. Increase the number of game tickets registered throughout the promotion
  2. Increase the number of people playing the game

Insight

  1. Engagement in the programme dwindles from Week 3 as customers lose optimism around winning
  2. 45% of players registered just one ticket in 2015

Solution

Players of the Monopoly promotion leave behind a huge amount of data as they play - the number of tickets they register, the specific tickets they register, and their demographics. We took advantage of this to communicate the customer's progress in the game to keep them engaged throughout the promotion.

Dynamic, personalised emails showed how close players were to winning based on the tickets they had registered giving them a clear target to aim at throughout the competition. Geolocation technology allowed the emails to dynamically shift based on the time of day they were opened highlighting relevant eating occasions (E.g. breakfast as a focus before 10.30am) and to show the customer's nearest store.

Results

The promotion far exceeded engagement expectations:

Increase in number of tickets registered vs 2014

17%

Increase in number of players vs 2014

21%

Unique open rate

39%

44% above the McDonald’s average

Click through rate

5.89%

3.56% above the McDonald’s average

What’s next?

Head back to the Work page to choose again

The Work

Gumtree

Show me