The UK-wide game will run for six weeks, offering consumers the chance to win over 55 million prizes. To take part, individuals are required to visit a McDonald's store and purchase a food item, which will feature a unique 10-digit code on its packaging. This can then be entered via a dedicated microsite.
For the first time ever, winners will have the chance to choose their prizes. Those who snare a holiday to destinations such as California, Thailand or New Zealand will be invited to select their desired activities, meanwhile winners of a Mini Cooper can opt for one of three models.
Food prize recipients’ will be able to choose menu items such as a Big Mac, Quarter Pounder, McFlurry or Cheeseburger.
The Marketing Store is behind the campaign, which the fast food chain hopes will generate excitement around its 11-year partnership with Hasbro.
The agency arrived at the Monopoly Prize Choice concept in response to customer research it conducted, which revealed that the experience economy is on the rise – McDonald’s customers stated that they preferred experiences over material possessions. Each prize pool has subsequently been refreshed in a bid to offer consumers a memorable experience.
The campaign spans OOH, packaging, in-store, social, online and community management, as well as a TV ad concept by Leo Burnett London, where consumers will determine its content each week via Twitter polls. The Marketing Store will be managing the polls, as well as handling online and mobile gameplay.
Steve Howells, head of marketing at McDonald’s said: "For the eleventh year of McDonald’s Monopoly, we wanted to re-invigorate the promotion and make it bigger and better than ever before. With choice at every level of the prize pool, we are empowering our customers by giving them a say in every win; from choosing their holiday destination all the way through to choosing between a Cheeseburger and a McFlurry.
"With millions of prizes to be won, the theme of choice is brought to life across all of our marketing activity, and we are hugely excited to be putting the power in the hands of our customers by allowing them to choose what our next TV advert looks like each week."
Sav Evangelou, executive creative director, The Marketing Store added: "We aimed to create a brand experience more than a promotion because customers said they loved the experience of gameplay.
"In 2015 when we gave customers props and prompts like wearable Mr Monopoly moustaches, they captured the experience and shared it across their social networks, so, through Prize Choice, we’re keen to see how customers will respond to a campaign that gives them even more to talk about."
Last week it was revealed that a giant Monopoly board is to takeover London's Trafalgar Square next month.