McDonald's revives Monopoly game promotion with a digital twist

In the United States, McDonald's announced that it will be reviving its popular Monopoly game promotion after a nearly decade-long hiatus, starting on October 6, 2023. This return marks a significant shift as the game will not include the traditional physical board for tracking peeled-off pieces that many customers might remember from their childhood. Instead, the promotion has undergone a digital transformation, utilizing the McDonald's app for participation. The new format is geared toward registered members of the McDonald's loyalty program, aligning with a trend of embracing digital engagement in the fast-food industry. The promotion will allow customers to collect digital game pieces via the app or physical stickers from eligible menu items. More than 30 items will be included in this campaign, providing various opportunities for customers to participate. Popular items such as the Quarter Pounder with Cheese and large fountain drinks will feature the game pieces. Customers will also be able to earn bonus plays, providing additional chances to win through the app. Alongside smaller prizes, the promotion will feature larger rewards, including 1 million American Airlines miles and a Jeep Grand Cherokee, amplifying excitement among fans. McDonald's decision to bring back the Monopoly game comes on the heels of a positive turnaround in their sales, which saw a 2.5% increase for the quarter ending June 30, 2023. The company attributed the improvement to promotions surrounding various products, including the launch of new menu items. As part of the earnings call, CEO Chris Kempczinski highlighted how customers have responded positively to the loyalty program, more than doubling their visits, thus enhancing brand value perception through offers and engagement. The original Monopoly game had a tumultuous past, tainted by a major scandal involving embezzlement and scam operations that began in 1989 and resulted in the FBI's involvement in 2001. A documentary aired in 2020, highlighting the unethical practices surrounding the game. McDonald's is now hoping that this modernized second chance at the Monopoly game will rekindle fond memories among long-time fans while introducing it to new customers.