While this may or may not be part of an overall larger upfront deal to break the stagnation, it’s still a significant deal: McDonald’s and NBC Universal announced a partnership to promote the 2009 Monopoly Game at McDonald’s new “$1 Million Dollar Dice Roll” on-air during the network’s Fall line-up, including “The Jay Leno Show,” “Sunday Night Football” and others. For 29 consecutive days beginning 10/6, NBC’s primetime talent will trigger a Monopoly Game at McDonald’s Dice Machine on behalf of McDonald’s customers vying for a chance to win either $10,000 or $1 million dollars.
“This fall, the Monopoly Game at McDonald’s will be more exciting than ever,” said Peter Sterling, vice president of marketing, McDonald’s USA. “This partnership with NBC Universal gives McDonald’s an innovative way to build anticipation and showcase that special moment when customers win big. This brings the winning experience to a whole new level at McDonald’s.”
McDonald’s customers who enter the code found on their game stamps will get the chance to have the Monopoly dice rolled on their behalf on-air by logging on to www.playatmcd.com. One game player each day is guaranteed to land on “Chance” on the virtual game board, and will be the recipient of the on-air Monopoly Game at McDonald’s dice roll by NBC’s primetime personalities. If a double six is rolled, the player will win the $1 million dollar prize, while all other combinations will result in a guaranteed $10,000 prize.
“We are excited to be teaming with McDonald’s on this unique promotion and delighted that they have selected ‘The Jay Leno Show’ and NBC’s weekend primetime television as the destinations for their hugely successful MONOPOLY Game at McDonald’s franchise. Our primetime talent are looking forward to their turn at rolling the dice,” said John Miller, chief marketing officer, NBC Universal Television Group, president, The NBC Agency.
McDonald’s will promote the partnership across various elements in restaurants nationwide, including “tune-in” messaging on more than 160 million packaging elements,18 million official McDonald’s game boards, in-restaurant tray liners, drive-thru point-of-purchase materials and register toppers in more than 13,000 U.S. restaurants. Additionally, the partnership will be promoted online at www.playatmcd.com, www.mcdonalds.com and www.nbc.com.