Industry News | July 6, 2001

McDonald's Renews Monopoly Game

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-From July 11 through August 9, McDonald's® will celebrate the 10th anniversary of its Monopoly promotion with an exciting new Pick Your Prize game at participating restaurants nationwide. The new Pick Your Prize game gives winning customers the chance to select from one of three great prize options in eight different categories, including automobiles, vacations and shopping sprees.

"Historically, the Monopoly game at McDonald's is a favorite among our customers,'' said R.J. Milano, vice president, McDonald's U.S. Marketing. "and to celebrate the 10th anniversary, we've added several exciting new components including Pick Your Prize, which offers consumers the chance to work towards a variety of prize options in each category--including the chance to win $1 million in cash, diamonds or gold.''

On July 6, an insert featuring a game board and a game piece will appear in the mail and select magazines to help kick off Pick Your Prize Monopoly Game at McDonald's. Each game piece will be a guaranteed winner, every consumer will win a prize. One game piece is a million dollar winner.

Customers can win playing Pick Your Prize Monopoly Game at McDonald's in one of two ways: Instant Win and Collect to Win. To play, customers first peel the stamp from the food or drink packaging. Instant Win stamps will have the name of the prize won indicated on the stamp. When playing Collect to Win, customers will match the property and number on the stamp with the corresponding information on the game board. Customers can work towards the prize of choice in each section be collecting necessary pieces. After securing all the pieces in the section, customers will be awarded the prize of choice in that category. Customers can obtain game boards in-restaurant and on-line at mcdonalds.com.

Pick Your Prize Monopoly Game at McDonald's Official Game pieces are included on Large and Super Size(TM) drink cups; Medium, Large and Super Size Fry Boxes; Regular and Large Size McFlurry Cups; and Hash Brown Bags.

New this year, customers can enjoy a totally new interactive experience with Pick Your Prize Monopoly Game at McDonald's by logging onto mcdonalds.com. Among other enhancements, the web page offers customers the opportunity to download a desktop application allowing the user to view prizes and the gameboard.

"We are thrilled to unveil this innovative addition to the McDonald's Monopoly game. The Internet support is part of a fully integrated advertising campaign also utilizing broadcast and print advertising and a direct mail campaign,'' said Milano.

In addition to the direct mail/magazine campaign and the Internet component, Pick Your Prize Monopoly Game at McDonald's is supported by television spots created by DDB, Chicago. Leo Burnett, Chicago, also created TV and print support. African American consumer spots were created by Burrell Communications Group, and Hispanic consumer spots were developed by del Rivero Messianu. Teen focused spots were created by DDB, Leo Burnett and Burrell Communications. All include TV, radio, print and Internet support.