The McDonald's Monopoly campaign advertises their Monopoly game promotion where customers peel stickers off food packaging to collect game pieces and win prizes. The campaign uses TV, radio, print, and website ads to promote the game to families aged 10-45. The ads aim to create excitement around the millions of prizes available and encourage more restaurant visits and food purchases by playing on the popularity of the Monopoly brand. The campaign was found to be highly successful, increasing McDonald's sales figures. Regulators like the ASA, OFCOM and BBFC provide guidelines to ensure ads for promotions like Monopoly comply with standards around fair competition, food claims and protecting audiences.

1. ALL ABOUT THE MC DOANLD'S
MONOPOLY
MILLIONS
Advertising campaign

2. How do radio and TV adverts convey the same advert, message or campaign across
different platforms?
I chose to do the Mc Donald's monopoly millions campaign.

3. a)The McDonald's Monopoly game is a sales promotion
of McDonald's and Hasbro, which uses the theme of the
latter's board game Monopoly. The game first ran in the U.S.
in 1987 and has since been used worldwide. The promotion
has used other names, such as Monopoly: Pick Your Prize!
A company called the marketing store to advertise the
monopoly millions game http://tms.agency/ . The advertising
company said -"Our snap chat lens offered instant
gratification by turning participants into Mr Monopoly.
Engaging millions before they even entered the restaurant
and producing snap chats most successful UK campaign
ever" and "the brand experience we created gave Mc
Donald's the best trading figures in their 43 years in the UK
beating 2016s already record breaking figures". I have been
unable to find out how much this advertising campaign has
cost this is probably because Mc Donald's is a big company
and they probably don't want people finding out how much
this advertising campaign has cost them to make.

4. b) The target audience for this company would probably family age
in particular ages 10 to 45 as this is the average ages in a typical
family group with children this is because monopoly is a popular
family game enjoyed by million s across the globe and if they
enjoy playing the board game then they will be attracted to play
the game at MC Donald particularly because MC Donald is
advertised as a family friendly restaurant. On the NRS social
grade classification scale the target audience for this would
probably be classed as anywhere as low as E to C1 because Mc
Donald is a very cheap and affordable restaurant and convenient
for families of these classes. And on the Young and Rubicam 4cs
model the target audience would probably be seen as "the
mainstream" because this game is very popular and well known all
over the world and they want to play along with it to . "The
mainstream" live in the world of the domestic and the everyday
and they are the largest group of people within the 4cs across the
world, they respond to big established brands, to 'family' brands
and to offers of value for money and their core need in life is for
security.

5. c) In the campaign the Mc
Donald's monopoly game is
represented as being fun
and exciting especially
because the camera pulls
back to reveal a big crowd
and a stage on the TV ad
which suggests that a lot of
people and a big audience
are really excited to start
playing the game.

6. d) The main message of the
campaign was That there are
millions of prizes to be one
and how easy it is to win with
their catchy catch phrase
'peel and play' to entice
people to come down to the
restaurant and join in to play
the game with emphasis on
how many prizes are up for
grabs and that can be won
every minute.

7. h) To advertise this campaign the campaign used a
combination of TV adverts, Radio adverts, print poster
adverts, and advertising on their website. Advertising on
TV is good because TV reaches a much larger audience
than radio stations and it does so during a short period of
time and it reaches viewers when they are most attentive.
Advertising on radio is good because you can market on
both national or local audiences so you can choose to
advertise to more specific audiences to your campaign.
Print adverts are good because you can control the size
and quantity of the posters and also where the posters
are placed in order to target a specific audience, they also
make quick immediate visual impressions on potential
customers and are much more affordable to some other
more widespread advertising methods. Advertising on
their website is good because you can make the advert
interactive and can also use cookies to push the advert to
pop up on more specific target audiences based on their
gender, age, geographical location, interests and hobbies.

8. TV Advert link

9. The campaign is advertising their new game at Mc Donald's
which is Mc Donald's monopoly millions where you buy the food
and peel the stickers off of the packaging and collect them and
stick them on your monopoly board to win all different prizes.
They are aiming it at people who enjoy eating at Mc Donald's
and enjoy the game of monopoly to come to Mc Donald's more
and buy more food in the attempt to win more prizes.
On the TV adverts they use visual images to highlight some of
the top prizes to be one using visual images to entice you to
play, they also highlight some of their food items they sell to
entice yo to come to the restaurant.
They all follow a similar format and feature the tagline 'peel and
play'
I think the campaign was definitely successful because it
happens every year and everybody knows about it, talks about it
and looks forward to playing it each year.
TV advert
analysis

10. Radio advert link

11. The campaign is advertising their new game at Mc Donald's which is
Mc Donald's monopoly millions where you buy the food and peel the
stickers off of the packaging and collect them and stick them on your
monopoly board to win all different prizes.
They are aiming it at people who enjoy eating at Mc Donald's and
enjoy the game of monopoly to come to Mc Donald's more and buy
more food in the attempt to win more prizes.
On the Radio advert they say all the prizes really fast to make it seem
exciting and to emphasise that there are loads of prizes to be one
and when he takes a breath at the end and the other person asks him
if he is alright it emphasises that again, which therefore entices
people to buy the products and eat at Mc Donald's.
They all follow a similar format and feature the tagline 'peel and play'
I think the campaign was definitely successful because it happens
every year and everybody knows about it, talks about it and looks
forward to playing it each year.
Radio advert
analysis

12. The campaign is advertising their new game at Mc Donald's which is Mc
Donald's monopoly millions where you buy the food and peel the stickers off
of the packaging and collect them and stick them on your monopoly board
to win all different prizes.
They are aiming it at people who enjoy eating at Mc Donald's and enjoy the
game of monopoly to come to Mc Donald's more and buy more food in the
attempt to win more prizes.
The print advert focus's on the word millions putting it in bold at the front
and center of the poster to make it stand out and emphasise on the prizes
to be one if you play the game, it features the tagline in the top right corner
to emphasise on how easy it is to play the game, the red colour of the
poster emphasises royalty, richness and therefore emphasises on winning
the games, It also then features their second tagline which is mentioned in
the radio advert which is 'millions of prizes, millions of winners'.
They all follow a similar format and feature the tagline 'peel and play'
I think the campaign was definitely successful because it happens every
year and everybody knows about it, talks about it and looks forward to
playing it each year.
Print advert
analysis

13. Website advert
analysis
The campaign is advertising their new game at Mc
Donald's which is Mc Donald's monopoly millions where
you buy the food and peel the stickers off of the packaging
and collect them and stick them on your monopoly board to
win all different prizes.
They are aiming it at people who enjoy eating at Mc
Donald's and enjoy the game of monopoly to come to Mc
Donald's more and buy more food in the attempt to win
more prizes.
The website heavily features the monopoly man character
to emphasise to the audience that you can now play the
game. It also features buttons to play now and mentions
several times the word millions to again put more
emphasis onto the prizes that can be won.
They all follow a similar format and feature the tagline 'peel
and play'
I think the campaign was definitely successful because it
happens every year and everybody knows about it, talks
about it and looks forward to playing it each year.

14. ASA - The Advertising Standards
Authority (ASA) is the UK’s independent
advertising regulator. The ASA makes
sure ads across UK media stick to the
advertising rules (the Advertising Codes).
The Committee of Advertising Practice
(CAP) is the sister organisation of the ASA
and is responsible for writing then
advertising codes.The ASA and CAP are
committed to regulating in a way that is
transparent, proportionate, targeted,
evidence-based, consistent and
accountable.

15. OFCOM - They are the regulator for the communications services that we
use and rely on each day. They make sure that people get the best from
their broadband, home phone and mobile services, as well as keeping an
eye on TV and radio. They also oversee the universal postal service, which
means that royal mail must deliver and collect letter six days a week, and
parcels five days a week at an affordable and uniform price throughout the
UK. They also look after the airwaves used by wireless devices like
cordless phones, walkie talkies and even some car keys and doorbells.
They also make sure that people don't get scammed and are protected
from bad practices, this is particularly important for vulnerable or older
people. Their duties come from parliament. Their priority is to look after us
and they sometimes do this by promoting competition among companies
they regulate. They provide information to thousands of people each year
through their website and call center. They register complaints from people
and businesses, which helps them take action against firms when they let
their customers down. They also help to make people across the UK are
satisfied with what they hear and see in TV and radio, and that programmes
reflect the audiences they serve. They also consider every complaint that
they receive from viewers and listeners. Often, they investigate further and
they sometimes find broadcasters that are in breach of their rules.

16. BBFC - The BBFC is the UK's regulator of film and
video, providing age ratings such as U, PG and 12A.
They are a designated body so have legal powers to
rate, and sometimes cut or even reject works. They
also rate some online material. A of their decisions
are based on public consultation and their
guidelines, which form a contract between the public,
the film industry and their company. They are
available to download through their website and are
updated every 4 years following a major public
consultation. Their aim is to ensure that children, and
all film goers, are protected from harm and
illegal material, and they can make informed
decisions about their viewing choices. They provide
BBFC insight on all cinema films. BBFC insight
offers succinct information about the issues raised
by the film. It is written especially for parents and
those responsible for younger viewers.

17. f) The UK code of broadcast advertising (BCAP code) applies to all advertisements
(including teleshopping, content on self-promotional television channels, television text
and interactive TV ads) and programme sponsorship credits on radio and television
services licensed by OFCOM.
Because the advertising campaign that i am researching is about food there are certain
rules that the advertising company has to follow. Which is rule 13 called food, food
supplements and associated health or nutritional claims. Principle of the rule - Public
health policy increasingly emphasises good dietary behaviour and an active lifestyle as
a means of promoting health. Commercial product advertising cannot reasonably be
expected to perform the same role as education and public information in promoting a
varied and balanced diet but should not undermine progress towards national dietary
improvement by misleading or confusing consumers or by setting a bad example,
especially to children. The spirit, as well as the letter, of the rules in this section applies
to all advertisements that promote, directly or indirectly, a food or soft drink product.
Rule 28 which is about competitions also applies to my advertising campaign because
MC Donald's monopoly is a game. The principle of the rule is Competitions should be
conducted fairly, prizes should be described accurately and rules should be clear and
made known.