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McDonald’s Monopoly Fast Food Fever

McDonald’s Monopoly Fast Food Fever. Travis Alexander Evan Ogden Matt Regier. History. 1987: Monopoly’s first appearance at McDonald’s Spent $5 million in six weeks 1995-2000: Results erased due to fraud 2003-2011 : Produced 4.2 billion game pieces

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McDonald’s Monopoly Fast Food Fever

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  1. McDonald’s MonopolyFast Food Fever

    Travis Alexander Evan Ogden Matt Regier
  2. History 1987: Monopoly’s first appearance at McDonald’s Spent $5 million in six weeks 1995-2000: Results erased due to fraud 2003-2011: Produced 4.2 billion game pieces Total amount given in prizes: $18,104,110
  3. The Game- Artifacts Promotional Contest Official Monopoly game board Game pieces from menu items Game pieces received also with hand-writtenletter Prizes: instant win (food prizes), trips, cars, cash
  4. Promotion Use celebrities, sports stars, and average consumers to promote the campaign Use television advertisements, print ads, online ads, and radio ads. Promote odds of winning a prize: 1 in 4 chance
  5. Purpose Boost consumer interest Boost revenue Bring in new consumers Keep customers coming back
  6. Target Audience Males and Females: cars, cash, and trips Younger audience: EA Sports prizes, Redbox rentals
  7. Campaign Goals Timothy A. Borchers stated a campaign is “an organized and coordinated series of persuasive messages designed to achieve public acceptance of a person, idea or product.” Increase monetary value of company Increase customer loyalty Excite customers into buying product in hopes of winning a prize
  8. Avg. Revenue Increases During Monopoly Campaign United States- 5.2% Asia- 6.1% Europe- 4.8%
  9. Persuasive Techniques Messari’s typology of visual symbols Visual images on game board Game pieces on food products Emotional response to prize system “Colors, sounds, unusual/stand-out words, symbols, and other unique characteristics that you can insert into your messaging can work to draw the brain’s attention.”- Pradeep
  10. References Bhasin, K. How McDonald's Monopoly Game Became So Ridiculously Successful. Business Insider. http://www.businessinsider.com/mcdonalds-monopoly-facts-201110?op=1#ixzz2DZjpWsZC Borchers, T. A. (2011). Persuasion in the media age. Ed. 2. Boston: McGraw-Hill. DiStefano, J. (April 19, 2011). “McDonald's crushing Wendy's, Burger King, all others.” Retrieved from: http://www.philly.com/philly/blogs/inq -phillydeals/McDonalds-crushing-Wendys-Burger-King-all-others.html “Feds indict 12 more in McD game scam.” (2001). Nation's Restaurant News, 35(47), 64. Fields, G., Leung, S. (2001). “FBI Charges 8 with Stealing $13 Million in Game Prize Money from McDonald's.” The Wall Street Journal. History in the Making: The Most Significant Promotions of the Last 15 Years http://chiefmarketer.com/mag/marketing_history_making_significant "McDonald's Monopoly: A History." HubPages http://hpedneau.hubpages.com/hub/McDonaldsMonopoly-A-History Pradeep, A.K.; Meerman, David (Foreword by). “Buying Brain : Secrets for Selling to the Subconscious Mind.” Hoboken, NJ, USA: Wiley, 2010. P 229 http://site.ebrary.com/lib/okbu Quinton B. (Sept. 17, 2011). “With Monopoly Promotion, McDonald’s Again Rules a Boardwalk Empire.” Retrieved from: http://chiefmarketer.com/contests/mcdonalds-monopoly-promotion-2011 Weber, A. “Advertising and promotion watch: mcdonald’s monopoly is back.” (2011) http://www.franchisehelp.com/blog/advertising-and-promotion-watch-mcdonaldsmonopoly-is-back Woodley, K. (Nov. 8, 2011). “Monopoly Sends McDonald’s Directly to Profits: Popular U.S. game promotion adds sizzle to October sales.” Retrieved from: http://investorplace.com/2011/11/mcdonalds-monopoly-same-store-sales/
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