Student/PR

How McDonalds Monopolised the in-play Fast Food Industry (literally)

Today marks the start of the 31-year strong McDonalds Monopoly promotion.

An in-play ‘game’ that involves the collection of monopoly tiles in order to win a range of prizes. From a PR perspective, the fact this game is still running over thirty years later with very few adjustments to it is extremely impressive and really is worth of the utmost felicitations.

No other restaurant has even tried to match the game, and that in itself speaks volumes. McDonalds literally monopolised* the industry and have gathered a pretty commendable amount of market share of the back of this campaign.

* (Just so you know, a monopoly is also a business which has sole control over its market and has no competition – perfectly fitting to this case to say the least)

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I mean, their main competitors don’t even come close.

So, how exactly did McDonalds manage to land such a successful campaign that has actually increased their total sales by around 6%?

The power of a good idea

This idea, more than likely, would have been the product of a drawing board discussion amongst McDonald’s PR and marketing experts, whether it was a lone or joint proposition is left to the unknown.

What we do know, however, is that the idea has absolutely took off  and someone somewhere will be sitting on a very nice cash sum as a result of it.

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An idea, however, is literally just that, an idea.

What came next would have been a lot of hard work. I don’t doubt that months, perhaps even years went in to bringing this campaign to life and perfecting the finite details. McDonalds would have had to secure a partnership with Hasbro, design the whole process, determine its legibility and then lastly (and most importantly) PR it to the world.

The real uniqueness and general interactiveness of this ‘game’ is what has really helped it to hit it off from the ground up; it’s something that stakeholders have never seen before and something they’ll directly benefit from – so really, what’s not to like?

The ongoing press coverage of wins is also something that McDonalds can really pat themselves on the back for too, ongoing stories of winners is what motivates those interested to keep on buying. Kudos to McDonalds, they’ve literally aced this campaign in every way possible.

McDonalds Monopoly is by far one of my most admired tactics from an organisation in the modern day, and what i’d give to be the person that thought of it. The highly anticipated campaign that has been running for over 3 decades with no signs of stopping is something i’ll only ever have praise for. It’s one I really admire and will continue to admire as its success continues (which is more than likely to be a loooong time).

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