McDonald's is kicking off its new Monopoly campaign in the city of Washington, D.C. by giving away free rides. While the chain's famous Monopoly promotion is nothing new, this year McDonald's is kicking off the contest in a big way.
To celebrate the new Monopoly campaign and the 40th anniversary of Washington's Metro service, McDonald's will be giving away $10,000 in fares. The chain has already handed out 2,000 SmarTrip cards, each of which is loaded with $5. The cards were packaged in commemorative sleeves with nods to the chain's annual Monopoly promotion. As president of the McDonald’s Family Restaurants of Greater Washington, D.C. Bryan Cleghorn explains, "Partnering with WMATA was a natural tie-in that allowed thousands in the Greater Washington area to celebrate the start of the game with us."
The promotion demonstrates how brands can drum up renewed excitement for annual promotions and ongoing campaigns.