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  • McDonalds Monopoly Case Study

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    McDonald's ran a campaign called "Monopoly Reload" to promote its Monopoly game and drive customers to restaurants. It created a website and mobile site for the game and worked with OMD and Microsoft Advertising to develop a multi-screen advertising strategy reaching its 16-24 year old target audience. Microsoft Advertising set up display ads on MSN, Windows Live, Hotmail, Messenger and mobile sites targeted at smartphones and iPhones. The campaign was a success, driving over 182,000 clicks on PCs and over 45,000 clicks on mobile, exceeding expectations with click-through rates higher than industry averages. McDonald's was pleased with the traffic generated to its sites from the multi-screen campaign.

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    McDonald's ran a campaign called "Monopoly Reload" to promote its Monopoly game and drive customers to restaurants. It created a website and mobile site for the game and worked with OMD and Microsoft Advertising to develop a multi-screen advertising strategy reaching its 16-24 year old target audience. Microsoft Advertising set up display ads on MSN, Windows Live, Hotmail, Messenger and mobile sites targeted at smartphones and iPhones. The campaign was a success, driving over 182,000 clicks on PCs and over 45,000 clicks on mobile, exceeding expectations with click-through rates higher than industry averages. McDonald's was pleased with the traffic generated to its sites from the multi-screen campaign.

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    © All Rights Reserved
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    224 views3 pages

    McDonalds Monopoly Case Study

    Uploaded by

    anitasengarphd
    McDonald's ran a campaign called "Monopoly Reload" to promote its Monopoly game and drive customers to restaurants. It created a website and mobile site for the game and worked with OMD and Microsoft Advertising to develop a multi-screen advertising strategy reaching its 16-24 year old target audience. Microsoft Advertising set up display ads on MSN, Windows Live, Hotmail, Messenger and mobile sites targeted at smartphones and iPhones. The campaign was a success, driving over 182,000 clicks on PCs and over 45,000 clicks on mobile, exceeding expectations with click-through rates higher than industry averages. McDonald's was pleased with the traffic generated to its sites from the multi-screen campaign.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 3

    McDonalds Multi-screen

    Case Study
    Monopoly Reload

    McDonalds Multi-Screen Campaign


    Context
    Following the success of the previous campaign,
    McDonalds decided to repeat the Monopoly game
    campaign to drive customers into their restaurants.

    Objectives
    In order to promote the game, Monopoly Reload, a
    global communication plan was created including a web
    site and a mobile site.
    OMD and McDonalds wanted to develop an advertising
    strategy to reach their target audience, driving traffic to
    the web and mobile sites.
    

    Solutions
    Microsoft Advertising set up a multi-screen display
    campaign including:
     MSN Homepage custom takeover
     Display ads on MSN/Windows Live targeted 16-24 y.o.
     Banners on Windows Live Hotmail & Messenger
    Mobile targeted Smartphone users
     Banners on MSN mobile targeted iPhone
    Country: France

    McDonalds Multi-Screen Campaign


    Results
    Microsoft Advertising demonstrated its
    ability to reach a large, targeted audience.
    The campaign was deemed a success by
    the customer as it drove significant
    volumes of the right traffic to the
    McDonalds sites:
     182 850 clicks on PC
     Over 45 000 clicks on mobile
    Leading audience on our premium
    properties combined with our targeting
    capabilities
    exceeded
    McDonalds
    expectations:
     Homepage takeover CTR: 42% higher
    than industry average CTR
     Mobile Hotmail & Messenger targeted
    campaign CTR: 3 times higher than
    average CTR

    The McDonalds Monopoly online and mobile campaign


    delivered excellent results in terms of traffic generation
    to the dedicated sites. Thanks to Microsoft Advertisings
    targeting solutions and premium properties, our
    campaign achieved outstanding audience reach and
    interaction rates

    Benjamin Clery Marketing Manager Entertainment McDonalds

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