30.04.2009Monopoly at McDonald’s game wins best mobile campaign Last year marked the addition of the first-ever mobile component to the Monopoly at McDonald’s campaign, which has been named the Best Mobile Campaign in the 2009 ad:tech Awards. McDonald’s created a massive on-pack short code program that enabled consumers to enter the Monopoly at McDonald’s game anytime, anywhere. The game garnered the largest online game response in the history of the promotion, with almost 2 million game codes being entered by mobile users. With a pre-promotion launch on Sept. 23 and full launch on Oct. 7, the game reached millions of consumers nationally via the on-pack promotion. The new mobile mechanic played a significant role in the pre-promotion, with nearly 15 percent of all codes entered via mobile, proving the value of immediate gratification and entertainment to the McDonald’s customer base. Players could text in their code or enter it online to collect properties. Those who collected an entire property set could win cash and prizes up to $100,000. This was the first time in the industry that a collect-and-win game could be played across online and mobile simultaneously.
Fonte: Mobile Marketer
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