Millions Participated in The Monopoly Campaign

If I told you that a simple game could make people eat more burgers and fries, would you believe me?

That’s exactly what happened when McDonald’s launched its Monopoly Campaign. It was so powerful that it increased sales by 10 or more percent in some markets.

Think about that for a second.

Most businesses struggle to even touch that mark. Yet, McDonald’s pulled off a strategy that had people coming back to collect game pieces.

This is a brilliantly engineered campaign that played on psychology, FOMO, and a sprinkle of gambling addiction.

The Big Idea:

The Power of Customer Psychology

When was the last time you got hooked on something - a game, a challenge, or even a rewards program? What made you keep going?

Was it the thrill of almost winning? The excitement of collecting things? The feeling that one more try might get you the jackpot? That’s exactly how McDonald’s turned a simple marketing campaign into a sales-boosting machine.

For decades, McDonald’s has run its famous Monopoly promotion, where customers collect game pieces from food packaging to win prizes.

Some people visited McDonald’s daily, convinced they were just one step away from a major win. Others spent more than usual, upgrading their meals just to get extra pieces.

But how did McDonald's do all this?

Behind the Magic:

Adopting Games to Pull In People

McDonald’s Monopoly campaign is not just another regular promotion.

It’s the best example of a consumer psychology. 

McDonald’s has used this campaign to turn casual customers into repeat buyers and spiked sales massively every time they rolled it out since 1987.

But what makes this campaign so powerful?
What tactics did McDonald’s use to make it a revenue-driving machine?

1. A Game That Triggers Endless Purchases

People love games, especially ones where they think they have a chance to win big.

Following the same psychology, McDonald’s turned their menu into a game board, where customers needed to collect Monopoly properties to win grand prizes like cars, vacations, and cash. And here’s what it looked like back then:

But the trick is that some properties are nearly impossible to find. While common properties are given out frequently, one key piece in each set is scarce.

This simple strategy does something crucial. It makes people feel like they are just one piece away from winning a huge prize. So, customers didn’t stop after one meal.

They came back again and again, chasing that final missing property.

And since the game pieces come with select menu items like fries, drinks, and Big Macs, McDonald’s ensures customers don’t just buy the cheapest item but go for full meals to maximize their game pieces.

This is all about a psychological loop that keeps customers hooked.

2. FOMO & Urgency: The Limited-Time Trap

Scarcity is one of the oldest marketing tricks in the book, and McDonald’s uses it flawlessly. The Monopoly promotion is only available for a limited time, which means customers can’t afford to wait.

For example, the campaign in 2024 ran from September 4 to October 22 in Australia and from September 4 to October 15 in the Republic of Ireland.

This sense of urgency fuels a massive spike in sales. People know they won’t have another shot at winning once the promotion ends.

Check out this FOMO-driven webpage from McDonald’s:

As the deadline gets closer, the desire to try one last time intensifies, which leads to even higher spending toward the end of the campaign.

Many luxury brands use this scarcity-based marketing strategy to sell expensive products, but McDonald’s applies it to something as basic as fast food.

By making this campaign a seasonal event, they ensure that every time it comes back, customers feel a renewed excitement, ready to chase the prizes all over again.

3. A Digital Twist That Supercharged Engagement

McDonald’s Monopoly started as a physical game, but they expanded it into the digital space in recent years. This shift was a game-changer.

The biggest addition? Double Peel, a feature that allowed customers to scan their physical game pieces in the McDonald’s app for extra chances to win. And here’s how the app welcomes you:

And that was a brilliant growth strategy for their app:

1. Millions of customers downloaded the McDonald’s app just to play the game.

2. Once they had the app, McDonald’s could send them notifications, promotions, and exclusive offers to keep them engaged even after the promotion ended.

3. Digital tracking made it easier for McDonald’s to collect data on customer habits, allowing them to personalize future marketing campaigns.

Adding a digital layer also made it more convenient for customers.

They no longer had to hold onto tiny paper game pieces as they could track everything in the app. This simplified experience kept more people engaged and ensured they continued playing (and buying).

4. The Psychology of Small Wins

Get exclusive access to additional 8 premium case studies every month.

Already a paying subscriber? Sign In.