McDonald's conducts Monopoly promotion
McDonald's Canada has begun a promotional effort in support of its national Monopoly-themed in-store contest. Developed by Cossette of Vancouver, the effort takes the form of a series of region-specific events intended to attract consumers to McDonald's locations in British Columbia, Alberta, Saskatchewan and Manitoba.
The Vancouver execution consists of a mock real estate sales office called the "Green Estates Presentation Centre," which is decorated to resemble a Monopoly board. The installation, located at a Vancouver McDonald's, includes a website at <http://www.greenestates.ca>.
"Real estate has become a constant hot topic in the Vancouver area, and since Monopoly is a game of big real estate moves, we came up with a tongue-in-cheek stunt for Vancouverites to enjoy," said Pierre Chan, associate creative director at Cossette. "We introduced Monopoly as a real-life property development coming to the city by building an actual real estate presentation centre."
In Edmonton, Saskatoon and Winnipeg, sidewalks near McDonald's restaurants have been temporarily redecorated as Monopoly game boards. These installations include oversized dice and stacks of Monopoly money tucked under the sidewalk.
The "Monopoly Coast to Coast" contest will run until Nov. 13. Media planning and buying for the promotion is being handled by OMD, with public relations support from Weber Shandwick.