Listening in on social media conversations has helped The Marketing Store to identify new brand influencers and advocates; assess the ‘on the ground’ impact of brand duping, and garner key audience insights to spark new creative ideas and ‘news jacking’ opportunities. Without a doubt however, the crowning glory of social listening to date has been teasing the 2018 launch of MONOPOLY at McDonald’s.
Each year, at around February time, McDonald’s customers across the UK start to get excited about the return of MONOPOLY. We know it, we can see it and frankly, McDonald’s gets asked about it (a lot). So, as a part of our 2017 wrap-up and review of social media performance going into 2018, everyone looked a little closer at the buzz and hype around the launch of the campaign. One theme came shining out.
In a similar way to how the ‘Holidays are Coming’ advert announces the beginning of Christmas, social listening demonstrated that Valentine’s Day was a pivotal date for people to start saying “Ok, that means MONOPOLY is back soon”.
The question was, how do you get on the same level as an audience and build a meaningful engagement that they can relate to, without looking like you’re trying to be the ‘cool kid’? Challenge accepted. We listened. We thought. We actioned.
A few crumpled-up love poems later and we saw the publication of this pre-tease MONOPOLY at McDonald’s post.