McDonald’s Corp. today is launching its biggest Monopoly game to date, dangling its first-ever $5 million grand prize and a host of other prizes from sponsors Best Buy and American Express.
Similar to last year’s game, customers have four ways to win: instant-win, collect-and-win, Best Buy Bucks and online. In-store, customers can collect game pieces off hash browns, large fries, medium and large soft drinks, Premium Chicken sandwiches and three- and five-piece Chicken Selects. Consumers who collect all property game stamps will win a prize, including cash awards, McDonald’s food and Best Buy bucks.
In all, more than 458.4 million game pieces have been made for the promotion, according to The Marketing Store, Oakbrook, IL, the lead agency handling the promotion. Game boards are available in McDonald’s restaurants, Best Buy locations and online at PlayatMcD.com.
In a McDonald’s first, the QSR will award one grand-prize winner with $5 million if they collect all four Monopoly railroad game pieces at participating McDonald’s restaurants. McDonald’s is launching a microsite at 4Railroads.com to give visitors an inside look at how far people will go to win the grand prize. The site follows the tracks of recent Monopoly winners. Top prizes last year included $1 million and a Dodge Viper.
McDonald’s is renewing its Best Buy bucks offer, only this time is upping the ante with the prizing. Consumers who buy a Premium Chicken Sandwich or Chicken Selects are guaranteed to win $1 or $5 in Best Buy Bucks, compared to last year’s offering of $1 and $3 in Best Buy Bucks, respectively. Best Buy Bucks are valid through Dec. 2 and can be used in-store or online at BestBuy.com. This is the fourth year McDonald’s has partnered with Best Buy in its Monopoly promotion.
Online, consumers can enter a 10-digit code from McDonald’s products on PlayatMcD.com to earn a chance to roll the dice. The Web site takes visitors through a locked vault before they play the game. Once players enter the code, consumers chose a virtual game token and roll the dice. Players can win instantly by landing on Chance, Community Chest, Free Parking or Go game board spaces. Consumers can also virtually collect property sets for a chance to win cash prizes ranging from $100 to $25,000.
McDonald’s ties to the Monopoly game extend beyond the promotion. Hasbro has included McDonald’s French Fries, among other brands’ products, in an updated version of the Monopoly board game called Here & Now Edition (PROMO Xtra, Sept. 14, 2006).
The 2006 McDonald’s Monopoly game runs through Oct. 30, or while supplies last and through Nov. 14 online. TV spots, online materials and P-O-P support. DDB, Chicago, Burrell Communications, Chicago and del Rivero Messianu DDB, Miami, FL, handle TV spots.