McDonald’s Monopoly Game 2016
By Vergil DAI
The
McDonald's Monopoly game 2016 has started from 16th March and will continue to 26th
April. The McDonald's Monopoly game is a very important annual sales promotion
for McDonald’s, which first ran in 1987. It is based on the co-operation
between McDonald's and Hasbro. As the name of the sales promotion, the theme is
board game Monopoly, which has worldwide popularity.
This year the McDonald's Monopoly game
offer three ways to win prizes. Instant win stickers is to get free goods
instantly. Collect to win prizes need customers to collect and complete property
sets to win expensive prizes like car and cash. The code on the back of online
game sticker provide customers a chance to win cash prizes from £5 to £1,000.
This sales promotion event make use of
variety marketing methodology especially for consumer learning and memory. McDonald’s
Monopoly game is kind of combination of Classical Conditioning and Instrumental
Conditioning Learning. When customers purchase goods in McDonald’s, they can
get stickers to participant in the McDonald’s Monopoly game. Just like the toys
in happy-meals that made “eating out fun” associated with McDonald’s food,
McDonald’s Monopoly game offers customers a different way to “enjoy” their consumption.
Also it is suitable to attract multiple target market. Meanwhile the three ways
to win prizes in 2016 McDonald’s Monopoly game can be analyzed by reinforcement
theory. Instant win stickers can be variable-interval reinforcement. Collect to
win prizes can be fixed-ratio reinforcement. Online game sticker can be
variable-ratio reinforcement.
Because the McDonald's Monopoly game is
also an annual sales promotion, it is in elaborative rehearsal process in
memory system, which is process that transfer short-term memory into long-term
memory (Soloman, 2011).
All in all, the McDonald's Monopoly game
is very successful to attract customers. People are eager to make a large
number of consumption to win more prizes. The slogan of this sales promotion is
“Who will be the winner today”? Obviously, the answer is McDonald’s.
https://monopoly.mcdonalds.co.uk/rules
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