12 secrets of a successful promotion at McDonald's
The Monopoly promotion at McDonald's is once again breaking records for customer response. 16,500,000 prizes and simple mechanics are the key elements to its success.
Why is this promotion causing such a stir - queues, sticker exchanges, sale of rare stickers on Avito for 15 thousand rubles.
Retail .ru asked business consultant for assortment management Ekaterina Buzukova to break down the mechanics of this promotion and describe with a professional look those reproducible secrets that are worth adopting.
1. The promotion is clear
"Tear off the sticker - get a prize." Even children understand what needs to be done. Don’t complicate things, don’t come up with complex structures like “300 bonuses, with which in a month you will be able to pay for a third of your purchase for an amount of no less than 1,299 rubles, provided you present a coupon redeemed at a store in Khimki.” Simplicity is our everything.
2. Availability
Does not require any extra costs. "Buy the same things you usually buy and you can win super prizes." Don't force people to buy something unnecessary or too expensive, or something you wouldn't normally buy. The availability of prizes for little money is always attractive.
3. Good prizes
There is something to fight for. An apartment, a car, a million, 120 thousand for shopping, a TV or at least a cheeseburger. Of course, the question of budget is how much we can invest in the promotion and what sales growth we expect then. But sales growth is not always the only goal of a promotion. McDonald's has invested a decent amount, but the main bonus will be not only in sales growth, but in retaining the target audience.
4. Prize guarantee
You will definitely win something if you buy three or four products. And it will be something useful (like a coupon for 1000 rubles from the Eldorado store) or tasty (like a hot drink). Promotions where there may or may not be a prize have long been obsolete; there are too many promotions around in which you don’t win anything.
5. Immediacy
There are two types of prizes - instant or cumulative, and you will definitely receive any of them. The instant prize is recognized immediately, without leaving the cash register, and maybe you can eat it right away. Waiting three months kills any stock. Especially if your audience is young and impatient. Instantaneity is the motto of modern life, and this will definitely have to be taken into account.
6. Excitement
Cumulative prizes trigger people's inherent excitement. “Collect three pink/red/blue stickers and the car/shopping/apartment is yours.” Of course, it is unlikely that you will be lucky, but it seems that everything is so achievable - all that remains is to find Sretenka! The combination of instant and cumulative prizes gives a hype effect.
7. Namelessness
You can save with your whole family, trade with friends, buy or sell stickers. You don’t have to worry about name cards, phone numbers and other registrations (that is, you will have to when you go to get your treasured car, but that’s a completely different matter). A little more, and stickers would have acquired the scale of cryptocurrency... Just kidding. But the idea is clear - the more accessible, the better.
8. Limited time
Until 12/31/17 it forces you to buy more and faster. A month is more than enough to cause a stir, collect stickers (and gain four kilos). Do not delay the promotion in time, otherwise it ceases to be a promotion.
9. Massiveness
The promotion is valid everywhere, in all corners of the country where there is a McDonald's. It is for everyone - adults, children, pensioners, women, men, taxi drivers and night butterflies. It’s terribly annoying when “the promotion is valid only in the store on Fifth Parkovaya Street” or “only for holders of a gold VIP card.” However, what do we want to achieve – coverage or personalization? If there is coverage, then there should be no restrictions.
10. The promotion is well advertised and promoted
The video calling for tearing off stickers is clear and interesting, there is a call to action (“and if you don’t tear it off, then I’ll get the apartment for you!”). If we are going to do a massive promotion with good prizes, then the advertising of the promotion itself must match. Don't save on prizes, but save on advertising - what's the point? “Secret promotions” remain secret not only for competitors, but also for buyers.
11. There are enough prizes for everyone!
Unlike the Perekrestok promotions, where the frying pans ran out before customers had accumulated the required seven/ten/one hundred stickers. I don’t argue that “hurry up before they’re sold out” also has its place, but it’s quite annoying. I definitely won’t participate a second time if I saved and saved my stickers and didn’t get them.
12. Rarity and originality of the promotion
“Monopoly” is cool, unusual, funny, fresh, it doesn’t happen often, so it attracts attention. Lenten advertising campaigns have stuck in my teeth, in which you should receive bonuses for purchases from the amount of xxx, which I don’t remember. And no one remembers (except marketers who get their salaries for this). Come up with something worthwhile, because “purchase bonuses” cannot be considered a promotion.
This is what distinguishes Monopoly from many other uninteresting promotions (where you save and save, then after three months you receive points that can only be used for a third, and then under certain conditions and only upon presentation...).
McDonald's is back with its famous Monopoly promotion. This year, almost 16 million prizes are being awarded, including apartments in Moscow. To understand how and what you can win, we read all 37 pages of the promotion and calculated the chances of success.
Monopoly scheme Same as last year, 22 McDonald's food and drink packages feature special Monopoly stickers. The promotion includes several burgers (for example, Big Mac, Filet-O-Fish, Chicken De Luxe, etc.), Chicken McNuggets (serving 9 pieces), a large portion of French fries and medium and large portions of drinks. The back of the sticker has either the name of the prize or the name of the street printed on it. In the first case, you will immediately find out what prize you received, in second, you can collect a collection of certain stickers or take part in a drawing for a super prize.
A total of 49,340,139 stickers were produced. They were randomly distributed in all McDonald's restaurants in Russia.
What can you win?
In total, McDonald's will give away 16 million prizes.
Food
You can win one of 6 options:
Cheeseburger (424 thousand burgers)
French fries (1.2 million regular size servings)
Cherry Pie (1.6 million servings)
Waffle cone (477 thousand servings)
Cold brew (795.5 thousand standard size servings)
Cappuccino (795.5 thousand standard size servings)
How to get
Important Details
1. You can only get dishes when they are on the menu (for example, during breakfast, a cheeseburger is not sold until 10 o’clock, and a vanilla cone cannot be obtained at McAuto from 02:00 to 07:00 in the morning).
2. The sticker cannot be used for delivery through Uber Eats.
Tickets, certificates, promotional codes
2 tickets to the opening match of the 2018 FIFA World Cup (10 prizes)
2 tickets to the semi-final of the 2018 FIFA World Cup (10 prizes)
Certificate for 120 thousand rubles for annual shopping on Lamoda.ru (15 prizes)
Promotional code for 1,000 rubles for orders over 4,000 rubles on Lamoda.ru (1 million prizes)
Promo code for 1 book out of 400 electronic or 100 audio books on Litres.ru (4 million prizes)
Promo code for 2 months of subscription to audiobooks zvukislov.ru (1.2 million prizes)
Promo code for 350 rubles from tvzav (2.5 million prizes)
Coupon for 1000 rubles when purchasing at Eldorado (2.5 million prizes)
How to get
Promotional codes from tvzav, zvukislov.ru, Lamoda and Litres must be entered on store websites. The Eldorado promotional code can be used both in the online store and in offline locations. Football tickets will be delivered to the winners by courier.
Important Details
1. In some cases, promotional codes are valid for a limited number of products. For example, in an e-book storeLitres you can choose not any book, but only from a limited list (400 e-books and 100 audiobooks).
2. To cash out a promotional code for 1,000 rubles in the online clothing store Lamoda.ru, you will first have to place an order there for at least 4,000 rubles, and then the price will be recalculated taking into account the promotional code. The offer does not apply to products of some brands (for example, Mango, Lacoste, “TVOE” and others).
3. Some coupons need to be cashed in a short time. For example, a coupon for 1,000 rubles in the Eldorado electronics store is valid only until January 14, 2018.
4. To get to the football match, you will need to obtain a fan passport.
Money
1,000,000 rubles (2 prizes)
100,000 rubles (20 prizes)
How to get
Register on the promotion website or in the application and enter the sticker code on. The money will be transferred to a bank account opened in one of the Russian banks.
Important Details
Cash will not be issued.
Gadgets
Smartphone SAMSUNG Galaxy S8 (13 prizes)
Ultra HD TV (10 prizes)
Hoverboard POLARIS PBS 0601 (69 prizes)
Game console XBOX ONE S 500 GB (30 prizes)
INSTAX mini 9 instant camera (450 prizes)
How to get
To receive a prize, you must register on the McDonald's website or mobile app no later than January 31, 2018. The distribution of prizes begins on the first working day of 2018 and ends on February 28, 2018.
Important Details
As reported on the hotline"Monopolies" , these prizes can be obtained in stores"Eldorado" . To do this, you will need to present the winning sticker.
Cars
In "Monopoly" 12 stickers with a prize in the form of a car were releasedŠKODA Rapid (in branded car dealerships it costs 819,719 rubles).
How to get
To receive a car, you need to register on the promotion website or in the McDonald's app and provide your details and sticker number. The vehicle must be handed over no later than 30 weeks from the date of first contact by the organizer with the winner.
Important Details
A car donation agreement is drawn up. No monetary compensation will be provided. You must pick up the car yourself from the Volkswagen Group Rus dealership.
Apartment in Moscow
Perhaps this is the most desired prize"Monopolies" . The advertisement for the promotion says that five 1-room apartments in Moscow are up for grabs. The terms and conditions clarify that what is actually being played out is not an apartment, but the right to conclude an agreement for participation in shared construction. The developer is PJSC PIK Group of Companies. The prize is a future apartment finished in in New Moscow. It is 2 km from the Buninskaya Alley metro station and 5 km from the Moscow Ring Road.
There are three ways to win an apartment. Either find a sticker on which this prize is indicated (three such stickers have been released), or collect a collection of three specific stickers, or take part in a super game (this is discussed in detail below).
Important Details
The area of the apartment is not specified in the rules, but the smallest one offered has an area of 45.2 square meters. m and costs 5,505,360 rubles. The date of putting the house into operation under the terms of the promotion is not announced. The McDonald's press service did not respond to Sravni.ru's request about the size of the apartment and the time it was received. The McDonald's hotline also failed to explain the conditions.
How to get
If you are lucky enough to find a sticker with an apartment, you need to register it on the promotion website or in the McDonald's app. After the new year you will be given a certificate for receiving the prize. It will contain contacts of a representative of the PIK, who will also need to be contacted, and before March 1, 2018. Or the winnings will be cancelled.
Collection prizes
ŠKODA Rapid car (7 prizes)
Smartphone SAMSUNG Galaxy S8 (7 prizes)
Ultra HD TV LG (5 prizes)
1,000,000 rubles (1 prize)
Certificate for annual shopping worth RUB 120,000. Online(10 prizes)
100,000 rubles (10 prizes)
Game console XBOX ONE S (10 prizes)
How to win
To get one of these prizes, you need to collect 3 stickers of certain streets. For example, if you manage to find stickers “Kutuzovsky Prospekt”, “Gogolevsky Boulevard” and “st. Shchusev”, then you will win a car. A complete list of streets for each prize can be found on page 14 .
Coupons must be registered on the McDonald's website before 23:59 (Moscow time) on January 31, 2018. After this, the organizers will contact the winners.
Super prizes
Tickets for two to the final match of the 2018 FIFA World Cup (3 prizes)
ŠKODA Rapid (1 prize)
One-room apartment in Moscow (1 prize)
Travel voucher for four adults and two children under 12 years old (3 prizes)
How to win
You need to leave a request with any (not previously used) stickers on the site until 23:59 on December 24, 2017. The results will be announced on December 25 during a broadcast from a McDonald's restaurant (the time will be determined by the organizer at its discretion) and published on the website mcdonalds.ru no later than January 16, 2018. The organizers will contact the winners themselves.
What else do you need to know
- Only citizens of the Russian Federation over the age of 18 can participate.
- Stickers must be kept until you receive the prize.
- The winners do not need to pay income tax - McDonald's will do this themselves.
The missing sticker can be bought for 70,000 rubles
In general, you cannot exchange or sell stickers under the terms of the promotion. Paragraph 88 The monopoly states: “You may not purchase, sell, auction, or otherwise transfer a sticker to another person. Any such transferred sticker is void."
But this does not stop the protesters. While preparing this material, we found on Avito about the sale of a sticker from Monopoly for 70,000 rubles. And in" In contact with " there is a special
In order to receive a car, McDonald's visitors had to place an order for an amount of 350 rubles or more, receive a promotional code along with the receipt and register using it on the website www.mcdonalds.ru. In 20 days, all the cars found their owners - the names of the lucky ones were announced every morning on the Europe Plus radio station.
Every second orders are taken from two motorists, about 100 per minute, about seven thousand per hour, and 170 thousand cars pass through MakAvto per day.
On April 19, the winners were personally presented with certificates for the right to own brand new Skoda Rapid by the managing director of McDonald's in Russia, Alexey Semenov. “In the process of developing the McAuto concept - from the moment the very first Russian enterprise was opened until today, when there are already 251 such enterprises - a number of indicators were important for McDonald's: a comfortable environment for drivers, speed and quality of service, safety and convenience of packaging, - said the top manager of the company. - Today, almost all McDonald's enterprises successfully work with new service and production systems, and MakAvto is no exception. But we have something to strive for and what is new, even more modern to offer to the guests of "MakAuto" - Russian motorists and their passengers." 
How it was 
The first McDonald's in the McAuto format was to be a restaurant in Oklahoma City. At the entrance to it, it was planned to install an image of Ronald McDonald's clown with an intercom inside - to attract visitors and take orders. The restaurant was scheduled to open in October 1974. But the capital of Oklahoma was overtaken by the small town of Sierra Vista in Arizona. Near this city is Fort Hauchuca, the intelligence center of the entire US Army. Military personnel in uniform outside the base were simply prohibited from leaving their vehicles. And entrepreneur David Rich, the holder of the McDonald's license in Sierra Vista, opened a separate sliding window in his restaurant, from which soldiers could safely order food without dismounting or violating orders. This happened on January 24, 1975. The Oklahoma City restaurant opened on April 5 of that year.
Briefly about the conditions and registration ✓
McDonald's promotion 2016
Official website and mechanics:
Registration of promo codes on www.mcauto20let.ru
Name of the promotion:
"MakAvto 20 years: 20 cars in 20 days"
Prizes of the promotion on www.mcauto20let.ru:
- Every day SKODA Rapid SEDAN (NK31D4) 5 manual transmission 90 hp. + Entry + color white Pure
- Cash equivalent (including VAT) – 590,087 rubles
- Additional cash Prize (including VAT) – 317,739 rubles 15 kopecks
Deadlines for registration and participation on www.mcauto20let.ru:
The duration of MakAvto is 20 years: from March 26, 2016 to April 14, 2016, taking into account the opening hours of fast food establishments and can be extended at the discretion of the Organizer.
To participate in the promotion on www.mcauto20let.ru:
To participate in MacAuto for 20 years, you must make a one-time purchase from March 26, 2016 to April 14, 2016 (a one-time purchase means a purchase in one transaction, with one cash receipt) at one of the Quick Service Enterprises in the amount of at least 350 (three hundred fifty ) rubles. The Participant receives a check (“Check”) with a unique code consisting of 5-16 characters (“Unique Check Code”), which must be sent by sending a CMC message to the short number 6125 (with a subsequent confirmation CMC message as specified in paragraph 17 below), or register a Unique Receipt Code on the MacAuto Website for 20 years (as specified in paragraph 9 below) during the period from March 28, 2016 to April 14, 2016. The cost of sending a CMC message for a participant is fixed - 1.77 rubles (including VAT).
Persons who have performed the actions provided for in this clause 7.1 are referred to as “Participants”. For the avoidance of doubt, the Unique Check Code can be registered by the Participant by sending a CMC to the short number 6125 - from March 26, 2016 to April 14, 2016, by registering on the MacAuto Website for 20 years - from March 28, 2016 to April 14, 2016. Each Unique Check Code is valid until April 14, 2016 inclusive.
This part of the site is not shown because you have a blocker enabled (Adblock, etc.).
To avoid any empty space, we will at least display this beautiful picture that reflects the essence of our site:
Brief instructions for disabling AdBlock, AdBlockPlus and uBlock on the website www.site
AdBlockPlus (most often) 1. Find the AdBlock Plus icon in the browser's address bar and bring up the menu. 2. Simply uncheck the “Enabled on this site” checkbox, the text will change to “Disabled on this site”, and the program icon will turn gray.
AdBlock 1. Find the AdBlock icon next to the address bar and call up the menu. 2. Click on the item “Do not run on pages of this domain” and confirm the action by clicking on “Exclude”.
uBlock 1. Find the uBlock icon next to the address bar and call up the menu. 2. Click on the large “Shutdown” icon. After clicking it will turn gray.
A Monopoly promotion has started at McDuck. This is a half-forgotten, but most interesting format of an instant stimulating lottery. But in the message below I will not advertise the promotion, it’s boring, but I will note a couple of interesting and unusual points that I noticed in the behavior of people in this lottery. And I’ll mention one marketing failure.
Below is about the 2015 promotion :)
What cool advertising campaigns did you have before? For the same carbonated drinks or chewing gum. Open the lid/package and win something right away. Or don't win if you're unlucky. No more of these annoying codes, SMS, websites, expectations and other nonsense. You opened the product and you immediately see whether you won or not (which sometimes actually simulated “let me buy another one, I must be lucky,” or excitement). How are promotions and competitions held today? Under each sticker/cover there is a long code, send it to an unknown SMS number, or register on the website, and wait for manna from heaven sometime later. Do you want to participate in such giveaways? Nooooo, there’s absolutely zero excitement, it’s boring.
McDonald's is one of the few that remembered that instant lotteries are the most interesting and effective. You bought a product, tore off the barcode, and you can immediately see whether you won or not. You can immediately win a small prize, such as a certificate for a purchase from one of the partners or some dish from the menu (all sorts of pies, potatoes, drinks and burgers). If you don’t win right away, there is a point in the accumulative system: collect stickers of the same color, maybe you’ll be lucky and get one of the expensive prizes. It’s interesting to participate in such a lottery; it creates excitement.
But... Here is my observation over the past few days. On December 4, McDonald's launched a new promotion with Monopoly, many prizes, both instant and those for which you need to collect stickers of the same color. It so happened that yesterday and today I visited the food courts of large shopping centers, where there is also a McDac. And what’s surprising is that many people don’t even check whether they won the prize under the sticker or not. That is, they eat burgers, drink drinks, and leave glasses and packages with stickers without even looking at what’s underneath. Surprisingly, there were a lot of such trays left on vacated tables, with stickers stuck on glasses and boxes of burgers and potatoes. Today I even sat and watched for half an hour in one of the shopping centers in Moscow. Of the 20 tables where people next to me took orders from McDonald's with products participating in the promotion, they paid attention to the stickers and tore them off only at 12 tables. That is, 8 tables simply did not pay attention to the promotion. Or they could potentially win some nice little thing, like a free burger, potatoes, coffee or something else.
So the question arose: have our people lost the habit of freebies? Or are you so fed up with the stupid formats of SMS competitions that you no longer believe in the good old instant incentive lotteries? But the promotion at McDuck is being trumpeted all over the media, on TV, on the Internet, and the point of sale itself is also covered in banners, information on sheets of trays...
And it’s funny that at the time of such a promotion, shopping center cleaners with traditionally very low salaries can make a good profit. After all, in general, by removing the trays, they could tear off stickers and collect them, receiving either instant nice prizes, or collecting stickers for large gifts. Well, it’s unlikely that they’ll win a million rubles or a car, but saving up for a smartphone or a trip is, IMHO, quite possible. I really didn’t notice whether the cleaners in the shopping center are doing this or not, I’ll have to keep an eye on it.
And, by the way, about travel. I found myself in a very awkward situation tour operator TUI in the Monopoly promotion at McDonald's. The fact is that the conditions and prize fund of the promotion are clearly agreed upon very much in advance, several months, maybe six months in advance. And after agreement, it is clearly impossible to change the conditions. Even in the event of political force majeure.
The whole problem is that the tour operator TUI is giving away trips to... Turkey! Which in our country is now, as it were, on a black list for political reasons. I wonder how TUI will get out of this awkward situation. On the other hand, it’s good at least not to Egypt.
In short, I am observing a decline in interest in Moscow for stimulating instant lotteries. I wonder how things are in the regions, I hope someone will be able to unsubscribe in the comments how things are in your city, whether people are actively looking at stickers, or not paying attention to them. And also write, has anyone managed to win something already? Let me remind you, you can even comment without registering :)
72920 Total Views 3 Views Today