McDonald's Boost Monopoly Game Via Microsite, Blog

McDonald's Monopoly fever
is spreading via a microsite and blogs

McDonald's Corp. is putting a new spin on its biggest Monopoly game adding a microsite and blog component to the mix, giving die-hard fans a chance to talk about their quest to find the top prize—$5 million.

The microsite at 4Railroads.com gives visitors a peek at how far people will go to win the top prize. To win it, consumers must collect all four Monopoly railroad game pieces at participating McDonald's restaurants. More than 458.4 million game pieces have been made for the promotion.

Consumers can read about Stanley Smith of Joliet, IL, and the quirky ways he thinks he can win the cash prize. "I am a simple guy," Smith writes in his online biography. "I like riding my bike, reading a good book, surfing the net and playing monopoly. And I have yet to complete one of my quests in life, winning the McDonald's Monopoly Game grand prize."

The site features videos from YouTube, which show the humorous lengths Smith takes to find the four McDonald's railroad game pieces needed to win the $5 million prize. In one video, Smith appears with a sandwich board around his neck reading, "Honk if you have a railroad!" He then shows Smith walking down a traffic-filled road with the sign and later chases after a car that honks at him, before tripping and falling.

The Web site also tracks recent Monopoly winners, including Marcia Schroeder, McDonald's 2004 $1 million winner. On the site, Schroeder writes about her new quest for the $5 million grand prize.

Since the promotion launched, McDonald's has award more than 20 million prizes tied to the game. Some of the prizes the QSR doled out include a $50,000 cash prize, trip for two to Las Vegas and Sony Platinum DVD Dream Home Theater System. Other prizes include McDonald's instant-win food items. McDonald's has awarded more than 478,000 customers prizes via its online Monopoly game at PlayatMcD.com.

The latest Monopoly game kicked off in the U.S. and Canada Oct. 3 (PROMO Xtra, Oct. 3, 2006).

The game runs through Oct. 30, or while supplies last and through Nov. 14 online. TV spots, online materials and P-O-P support. The Marketing Store, Chicago, handles. DDB, Chicago, Burrell Communications, Chicago and del Rivero Messianu DDB, Miami, FL, handle TV spots.

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