Campaign details

Brand: McDonald's Australia
Lead agency: VML Sydney
Region: APAC


Since 1987, Monopoly has been McDonald's most effective promotion, bringing together two massive brands to the delight of millions.

However, in recent years two key problems had emerged;

  • The creation of tens of millions of secure paper tickets that make the promotion so successful is results in a massive printing and distribution cost to the business
  • Customers had begun losing interest in the promotion after becoming disheartened, believing they couldn't win.

A digital mechanic was the obvious answer, but the challenge was how to transition from print to digital without losing the excitement of the peel to reveal mechanic, in a way that customers enjoyed and kept them coming back for more.

We set two objectives with KPIs:

  • Digital promotion uptake: measured in app downloads, with a target of 500,000
  • Grow Monopoly's effect on restaurant traffic: measured by share of Informal Eating Occasions (IEO)

Target audience