Denise  (Weiying)  Zhu

What  does  currency  in  the  Na1on  of  McDonalds  look  like?  

What  about  this?

Watch  the  TV  commercial h/p://youtu.be/J7lNI-­‐B_JvA  h/ps://www.facebook.com/video.php?v=10152307922077014&set=vb.50245567013&type=2&theater  h/p://www.ispot.tv/ad/7Nra/mcdonalds-­‐monopoly-­‐hes-­‐back-­‐featuring-­‐lebron-­‐james      

COMMERCIAL

US                  1987     22ND  EDITION                  SEP  2014  HASBRO                MCDONALDS                SWEEPTAKES

PromoVon  Plan • Official  Website  (www.PlayAtMcD.com)  • the  Pre-­‐PromoVon  Sweepstakes  for  a  chance  to  win  money.  • Mobile  AdverVsing  

Pre-­‐Promo1on  and  Online  Sweepstakes:

• McDonald’s  Facebook  page    • @McDonalds  on  Twi/er.    • #McDMonopoly    

Social  Media:  

• TV  commercial  (ION,  Criminal  Minds)  AdverVsement  

• In-­‐Restaurants  • In-­‐Restaurants  Instant  Win  • Online  Sweepstakes  

Play  and  in  a  variety  of  ways  

INPUT • drive  overall  awareness ObjecVves • 2013,  The  agency  behind  the  campaign  is  DDB  Chicago.   • 2014,  LaBron  James,  Hasbro,  Target,  Hulu,  etc Partnership

RESULTS •  Google  Trends:  

McDonald’s  Monopoly  Past  30  days,  US

McDonald’s,  Past  30  days,  US

McDonald’s  Monopoly  Usually  peaked  around  Sep  and  Oct  every  year.

July,2013

Insights •  2013,  U.S.  same-­‐

store  sales  were  up  +0.7%    –  It  has  historically  

run  the  McDonald‘s  promoVon  in  late  September  through  late  October  

–  2013  Monopoly  kicked  in  during  the  summer.    

 

•  The  markeVng  stunt  comes  at  a  hungry  Vme  for  McDonald's.  –  Sales  have  been  

slumping,  and  the  stock  hit  a  52-­‐week  low  in  early  September.  

@MCDONALDS  #MCDMONOPOLY 2014  Earliest  

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Pinned  Tweet  Retweet  893  Favorite  1.9k

Most  Favorites  Retweet  550  Favorite  2.5k

Like  7695      Share  341   NaVonal  +  Spot;  Top  5  new  ads  recently  aired  on  naVonal  TV  (by  iSpot.TV)  NaVonal  Airing:  303  Vmes  

Read  More:  The  Math  Behind  McDonald's  Monopoly  Sweepstakes  Shows  The  Only  ProperVes  That  Really  Ma/er  (Read  more:  h/p://www.businessinsider.com/math-­‐behind-­‐mcdonalds-­‐monopoly-­‐revealed-­‐2014-­‐9#ixzz3FJA4maSl  )    Other  reference:  •  Wikipedia  •  Google  Trends  •  h/p://news.mcdonalds.com/US/news-­‐stories/The-­‐MONOPOLY-­‐Game-­‐at-­‐McDonald

%E2%80%99s-­‐Returns-­‐Sept-­‐30  •  Facebook  •  Twi/er  •  Can  Monopoly  Save  McDonald‘s?  

h/p://www.fool.com/invesVng/general/2014/10/05/can-­‐monopoly-­‐save-­‐mcdonalds.aspx  •  McDonald’s  deepens  mobile  adver1sing  investment  via  Monopoly  campaign  

h/p://www.mobilemarketer.com/cms/news/adverVsing/15844.html  •  'Let's  Play  This  Game':  LeBron  James  Helps  McDonald's  Bring  Monopoly  Back  h/p://adage.com/arVcle/media/lebron-­‐james-­‐helps-­‐mcdonald-­‐s-­‐bring-­‐monopoly-­‐back/295239/    

Reference