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...