We then offered consumers a choice of product category to redeem the reward against. In the past we’ve run campaigns with household name retailers where consumers have been able to win a 10% discount if they spent £25. We have empirical evidence to support this. McDonald’s MONOPOLY introduced ‘Prize Choice’ in 2016, enabling winners to choose their reward – the idea being that if you choose your own prize, you’re far more likely to be satisfied with it! As humans, we don’t like admitting it when we make bad choices (but we don’t mind criticising the decisions of others quite so much), and this makes us more defensive of the things we chose. If it can happen to them, why not me? +2 Choice PerceptionĪnother approach has been to increase the perceived value of smaller items through ‘choice perception’, which is an important part of game mechanics. Our brains are not great at distinguishing between big small percentages – for example, we may not be able to conceptually understand the difference between one in a million and one in ten million – but we can relate to stories of ‘average’ people winning big. Proving prizes are attainable is a challenge for any sweepstake game, but there are ways of reassuring gamers that they really can win big. One tactic McDonald’s now uses is to encourage winners to share their big wins on social media by awarding more experiences worth documenting and sharing (rather than just dishing out cash and physical prizes). However, the fact that skepticism remains suggests there is still work to be done in reassuring players that the big prizes are genuinely within reach. Over the past 14 years, millions of non-food prizes have been won, such as houses, cars and holidays, including last year, where 12 million prizes were claimed and three lucky winners won £100,000.” In responding to such skepticism a McDonald’s spokesperson said, “It is nonsense to suggest that only food prizes are won in our popular McDonald’s Monopoly. 1 “But can you really win anything but food?” ‘Favourable behaviour’ is continuously rewarded and every purchase counts. Not only can players win big and redeem smaller prizes instantly, but even when they don’t win, they never really lose. The game incentivises repeat customers in a variety of ways: ‘Instant Win’, ‘Collect to Win’ and ‘Win Cash’. Not only are people motivated to play the main game, but have a secondary quest that motivates players to come back time and again, in what is essentially a clever loyalty scheme. Last year for example, ten losing tokens could be swapped for a Sky NowTV 30 day pass. Many of the low cost prizes can be claimed in store, which starts the process all over again.Įven ‘losing’ tokens offer a route to success. There is the allure of large prizes but also plenty of ‘instant wins’ to keep customers satisfied and engaged. McDonalds MONOPOLY provides multiple ways of winning. As you might have gathered, it does far more things well than not, but it would be foolish to ignore even the smallest opportunities for improvement. Here we look at 5 things McDonald’s MONOPOLY does VERY well, and the 3 things it doesn’t. It has proven to be hugely successful in improving footfall to McDonald’s restaurants, increasing spend per head and collecting valuable data for marketing purposes. The game gives customers the opportunity to win a wide range of prizes, from free food to £100,000 in cash and this year, for the first time, a ‘Gold Card’. Each item included in the game comes with two or three tokens or ‘labels’, which can be collected on a free paper MONOPOLY board picked-up in store or online via the game’s website.Ĭollecting a complete set of locations of a particular colour wins that prize, but there are also instant win tokens in play (usually food items) that provide instant gratification. The premise is simple: McDonald’s customers collect tokens from food and drinks packaging.
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