Monopoly at McDonald’s, last seen in the US a decade ago, is back with prizes including airline miles, a Jeep, and $1m. And this time, like everything else, it’s mostly digital.
As opposed to physical boards and stickers, the game will predominantly take place in McDonald’s app. Digital game pieces will appear for online orders. Any peel-off stickers on food packaging must also be scanned into the app to redeem, per CNN.
In 1987…
McDonald’s launched its Monopoly promotion in the US before expanding globally.
The game, based on the board game now owned by Hasbro, required players to collect stickers on packaging that peeled off to reveal an instant prize (usually a small food item) or a property listed on the game board.
Combinations of properties could be redeemed for larger prizes, including large sums of cash, but some pieces were very rare.
Which led to the scandal…
… known as McMillions. Jerry Jacobson was in charge of delivering the game’s most valuable pieces to various McDonald’s factories to keep the game secure, Yet for years, Jacobson pocketed the pieces and sold them to friends and relatives instead.
All told, the fraud spiraled to involve 50+ co-conspirators and $24m+ in stolen prizes before Jacobson was caught. McDonald’s has since implemented an “independent promotions task force” to prevent fraud.
So, why bring it back?
Monopoly at McDonald’s has historically been a boon for sales, incentivizing customers to buy more food more often — something health activists balked at as McDonald’s isn’t exactly known for healthy food.
But McDonald’s needs to keep boosting. Its sales finally rose 2.5% in Q2 thanks to A Minecraft Movie tie-ins, new items, and deeper discounts after two quarters of slipping sales, but customers are still cutting back on spending amid economic uncertainty.
The game also poses an opportunity to lure more customers to join McDonald’s loyalty program and download its app. McDonald’s CEO Chris Kempczinski said members more than doubled their visits after joining, which not only increases sales and customer loyalty, but provides more insight into customer data and ordering behaviors.
And aside from McDonald’s, gamification is a known way for companies to boost sales and engagement, while the allure of free stuff — even a small fry — makes people irrational.