McDonald’s add a social touch to its popular Monopoly campaign

The return of the ever-popular McDonald’s Monopoly promotion was a huge marketing success—and an innovative use of Stackla was at the core of the campaign.

The campaign created a huge amount of social content, with promotions and product packaging all encouraging customers to share photos of their “Instant Wins” and “Monopoly Mo Selfies” via Vine, Twitter, and Instagram.

Traditional display advertising was used to drive awareness and participation—but with a social twist, using Stackla ad units.

McDonald’s wanted to add a social dimension to the return of this popular promotion.

A cross-platform hashtag, #MonopolyatMaccas, provided a low-friction method of engagement.

McDonald’s wanted to repurpose the social content gathered during the campaign to drive display advertising and increase participation.

Stackla aggregated the content using hashtag #MonopolyatMaccas to dedicated social pages on McDonald’s Australia’s website and Facebook page, amplifying the reach of the campaign.


In addition, McDonald’s also leveraged this earned content to create UGC-powered advertising content—all via Stackla.

Custom-designed MREC ad units featuring a regularly-updated selection of the best social content were reintegrated into McDonald’s online media spend, driving traffic to the Monopoly at Macca’s campaign page.


These ad units provided Macca’s with the perfect way to harness and showcase users’ social recommendations and feedback into their campaign.