Among the many McDonald’s promotions throughout the year, one of the most iconic is the Monopoly partnership. This global and straightforward scratch-off promotion offers prizes to redeem. Although it was once very successful, consumer excitement had waned in recent years. To rejuvenate the experience and attract more people to their restaurants, McDonald’s introduced the Monopoly Money Experience. This gamified journey has transformed the promotion into a record-breaking event for the brand, making it the most successful campaign ever in Spain.

If you’ve ever played Monopoly, you’ve probably wished the money was real. For the launch of its annual Monopoly promotion, McDonald’s decided to make that wish come true by allowing people to use game money to pay for real food.

To make the campaign even bigger, we invited consumers to bring in the game money they had at home. Additionally, we created a real bank on Madrid’s main street, where people could withdraw Monopoly money simply by engaging in online conversations. We took the gamified experience further by transforming Madrid into a real-life Monopoly board, encouraging people to explore the city and share photos of the actual streets featured in the game to win more money.

By blurring the lines between game and reality, we achieved unprecedented success, breaking all brand and sales records in Spain.