Tribal DDB has launched a month-long online campaign to support the 10th anniversary of McDonald's Monopoly promotion and this summer's Pick-Your-Own-Prize game.
Banners, buttons and Superstitials, which will appear on sites such as MTV.com, MSN.com, E! Online and About.com, feature Mr. Monopoly instructing customers to "Eat Your Fries... Pick Your Prize... Fantasize." Meanwhile, rich-media ads let users click on possible winnings to find out more information. Again, the cartoon character pops up to tell those who've been interacting with the prizes, to "Wake up! Stop Daydreaming! Play the Monopoly game at McDonald's today." The effort also includes a virtual Monopoly game at mcdonalds.com and wireless ads for personal digital assistants.
This is the first time McDonald's has run an interactive campaign for the Monopoly promotion. "We are thrilled to unveil this addition to McDonald's Monopoly game," said R.J. Milano, vice president, McDonald's U.S. Marketing, in a statement. "The Internet support is part of an integrated advertising campaign also utilizing broadcast and print advertising and a direct mail campaign." TV spots for the promotion were created by DDB and Leo Burnett, both Chicago. Ads targeted at African-Americans were developed by Burrell Communications Group and Hispanic consumer spots by del Rivero Messianu.