This is the 13th edition of the campaign; licensed by Hasbro and created by TMS, and this year continues our strategy to drive brand affinity and engagement by turning MONOPOLY at McDonald’s into a true brand experience and integral part of the experiential calendar in the UK.
We knew early-on in 2018 that MONOPOLY was eagerly anticipated. Social listening has previously identified parallels between Valentine’s Day and the start of the MONOPOLY countdown to launch, so this year we launched a pre-tease post with huge success, reaching over 5 million people on Facebook alone, with additional media pick-up from unilad and OK Magazine. In fact, Google data puts MONOPOLY at McDonald’s pre-launch online searches in the same volume category as the John Lewis Christmas advert, with up to 1million searches prior to launch, boosted by media publicising the campaign including The Sun, Metro and The Mirror.