Marketing Communication News (25 Mar 2019)
McDonald’s asks customers, ‘Peely Peely?’ to kick off annual Monopoly game by Leo Burnett London
MCDONALD'S has kicked off a new campaign to promote its annual Monopoly game. The 30-second spot, created by LEO BURNETT, sees a man going about his daily business and wondering why people keep waggling their index fingers and saying 'Peely Peely', playing on the 'fearing of missing out' to get more people playing the game this year. THE MARKETING STORE created a 3D animation for the campaign which showcases the prizes on offer in this year's competition, while RED CONSULTANCY handled influencer activity, and McDonald's updated its social channels with Peely Peely GIFs and stickers. The fully integrated campaign will also include immersive binaural radio, cinema, OOH, DOOH, press, in-store, consumer PR and e-CRM activity. DOOH, local press, digital, social and a bespoke TV ad during ITV's Britain's Got Talent will use real time data updates to showcase the total number of prizes won on a regional and national level. OMD handled media and Armadillo was also involved in the work.
To demonstrate its social responsibility, McDonald's has removed the 'Go Large' incentive from this year's Monopoly, instead offering the same number of stickers on a medium Extra Value Meal, and adding stickers to carrot bags, wraps and salads for the first time.
Exclusive (06 Dec 2018)
THE MARKETING STORE has appointed Sarah James to the position of account manager.
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