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McMillions
Project type
Marketing Campaign
Date
2020
The HBO docuseries McMillions uncovers how the iconic McDonald’s Monopoly game promotion was rigged for over a decade, turning fast-food fun into a massive fraud scheme. My team and I created a visual and experiential campaign that leaned into the wild fraud at the heart of the story and the nostalgia surrounding the game in the 90’s.
For the campaign creative, we partnered with ARSONAL to reimagine the familiar McDonald’s Monopoly branding, peeling it back to reveal the corruption underneath.
To launch the series at the Sundance Film Festival, we brought the story to life with an immersive activation called McMillions on Main Street. Festival attendees played a “rigged” version of the Monopoly game with ’90s-themed prizes, posed for photo moments, and interacted with costumed street team. The activation even made a cameo on The Real Housewives of Salt Lake City after we invited Lisa Barlow to help host, earning the campaign an unexpected pop culture moment.
Awards:
Silver Clio Key Art
Event Marketer Ex Award
