McDonald’s again game for Monopoly on OOH

The Monopoly promotion is back at McDonald’s. 2019 marks the promotion’s fourth year and this time the fast food restaurant chain is offering customers over two million prizes, including €10,000 cash prizes, €5,000 cash prizes, holiday vouchers, game consoles and food and drink prizes. Changes to the promotion include the removal of a ‘go large’ incentive.

At the same time, McDonald’s has increased the number of stickers provided for a medium Extra Value Meal, ensuring customers receive the same opportunity to win regardless of their food order. In addition, customers will have even more choice within the instant win food prizes with the inclusion of carrot bags and sides such as salads and fruit bags.

To get the word out there to Irish consumers, a combination of out of home (OOH) formats delivers a mass awareness-building nationwide campaign on large format, 6 sheet, transport and digital OOH formats. They are complemented by five bus shelter wraps located at high-density traffic and pedestrian sites around Dublin.

The planning process involved optimised site selection driven by proximity targeting using PML Group’s Pinpoint mapping system fused together with Locomizer data which heat mapped the bespoke QSR affinity group using anonymised smartphone app data. Media is handled by Mediaworks, creative by Leo Burnett with OOH by Source, part of PML Group.

Pictured above are Hannah Taylor, JCDecaux, Clare Connaughton, Mediaworks, Cliona McDonnell, McDonald’s and Orlagh Keane, Source

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