2008 Monopoly at McDonald's

October is a traditionally slow month for sales for McDonald’s, so in 2008 they decided to modify their instant win promotion in the US and Canada, which was the usual way to boost sales.

2008 Monopoly at McDonald's

The Marketing Store

ENTRY INFORMATION

Category: Retail/Direct SalesCountry where program ran: USA and CanadaDate program started/ended: October 2008

Product Description: McDonald's(R). You know, that hamburger place with the arches. (Maybe you've heard of it.)

Advertiser/Client Name: McDonald'sMedia Channels:Website: http://www.bigbluebag.com/Monopoly08_demo/website/

STRATEGY

Marketplace Challenge:

Traditionally, restaurant promotions build traffic during historically slow periods (in McDonald's case, October). “Branding” typically has little to do with this. Instead, you buy market share via one-shot giveaways, e.g., “instant win.” You get the sales you buy, and any residual branding vanishes the...

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