2014
Let’s get it
STARTED MONOPOLY at McDonald’s represents the pinnacle of promotions; but in 2014, it soars to even greater heights. Combining a pop art graphic style and vibrant color palette with a spirited call to action and the optimistic confidence of Mr. MONOPOLY himself, MONOPOLY 2014 is all about empowering consumers to shape their own gaming destiny. By following the recommendations presented in this guide, we maximize the odds of reaching consumers consistently and effectively to achieve this goal.
Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
The IDEA
You make a bazillion choices every day. Turn left? Or turn right? Zig or zag? Take your coffee black? Or grab a French Vanilla Latte? It depends, right? It’s all about how you feel that day, that moment. One day you wake up and smell the oatmeal, the next day you drive thru and nab a hot and savory Egg McMuffin. McDonald’s knows, choice is what makes life delicious…and fun. And with so many great things on the menu to choose from, well, somehow McDonald’s always feels like the right choice for you. Never has that been more true than right now, because now the Golden Arches brings you MONOPOLY at McDonald’s. Simply the biggest and best game on the planet with a chance to win big instantly, or online, or both. Just peel the game piece on your package and you could instantly win great prizes — including Target Gift Cards or one of ten thousand $100 cash prizes... ...or find a FREE PARKING piece to win $100,000 instantly. You choose how to spend it. Of course, if you choose not to play, you can’t win. So, not playing, isn’t really an option. Now…
IT’S YOUR MOVE Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
How it
COMES TO LIFE
d n a t c e l Col
! N I W STYLE Mid-century modern meets MONOPOLY
TONE Empowering—become a master of your destiny
A vibrant color palette, energized signage and bold infographic elements speak to the gaming thrills that await
In the zone—self-assured and in control
Larger-than-life shapes and playful highlights reinforce the notion of confident optimism Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
Confident optimism—always looking up with a winning attitude
MR. MONOPOLY
HIS ROLE Mr. MONOPOLY is the characterization of how our consumers should feel. The confident optimism he emanates is contagious, encouraging consumers to call all the shots and believe anything’s possible. HIS POSES Mr. MONOPOLY’s poses were chosen to make the consumer feel as if every
prize is not only within in reach, but truly possible when IT’S YOUR MOVE. His self-assured body language shows that he and our players are truly at the top of their game.
All art containing Mr. MONOPOLY requires Hasbro approval.
Please only use the standard flat versions of Mr. MONOPOLY and avoid changing his wardrobe or adding props. However, he can hold items (upon Hasbro’s approval).
Please contact Megan Hautamaki to obtain a login and password.
Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
Approved art can be downloaded here: http://checkout.tmsw.com/Monopoly14
Note... In copy, MONOPOLY is always in ALL CAPS, including the name Mr. MONOPOLY. All headlines and language examples are intended to show you the spirit of the 2014 MONOPOLY at McDonald’s campaign, but everything, of course, needs legal approval.
Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
As Drivers
THE “IT’S YOUR MOVE” VOICE suggests that most anything is possible. So we’ve made every headline instill an attitude for playing this game for all it’s worth!
As Product Incentives
IT’S YOUR MOVE messaging clearly communicates a simple call-to-action with its “you can’t win if you don’t play” mentality. Touching on universal aspirations to always do better, these messages engage us to PLAY IT ALL for the chance to HAVE IT ALL.
FONTS As Ideas
WORDS Take your game
RIGHT TO THE TOP
Turn a property
INTO AN EMPIRE
Get your hands
ON A WINNER
DIN Wisdom Script
DIN Cond
These font-pairings were chosen to reinforce that this program is a McDonald’s branded event. Using these font examples as your guide ensures that consumers will recognize the event’s consistent look and feel – and their chance to win.
DIN - BLACK The primary message should always appear in this font.
DIN Cond - Regular
Use this font for all body copy text.
Wisdom Script
Sprinkle in this font to accent headlines. Wisdom Script can be found for purchase—and requested for the web—here: http://www.losttype.com/ font/?name=wisdom_script
COLORS
LOGOS BLACK
PMS 346
McD Red
McD Gold
C54 M0 Y44 K0 / R117 G199 B167
C0 M100 Y100 K18 / R189 G0 B23 / PMS 1795C / PMS 485U
C0 M21 Y85 K0 / R255 G200 B54 / PMS 123C / PMS 115U
(Minimum size is approximately 1.5 inches; legal mark cannot be any smaller than displayed on the logo at this height)
We’ve chosen a vibrant color palette to bring our messaging to life. The core color—mint—is based on the original lush of MONOPOLY green and brightened to reinforce a confident optimism that gleams success.
McDonald’s Red and Gold are then used as secondary colors to highlight, accent and brand the program pieces. Staying true to these color combinations deliver the visual impact necessary to consistently engage consumers.
Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
PRIMARY LOGOS These are the primary MONOPOLY logos for all licensed merchandise. Always apply the legal mark “® BRAND” when displaying the MONOPOLY logo.
Partner logos will be posted as they become available. http://checkout.tmsw.com/Monopoly14 Please contact Megan Hautamaki to obtain a login and password.
The PACKAGING
Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
Inspiring confidence and encouraging consumers to shape their own destiny are key components of this campaign. This makes it vital for other areas of promotion (i.e. POP, digital, etc.) to present a consistent visual story and narrative, so that by the time 2014 MONOPOLY packaging gets into consumers’ hands, they’ll already be reaching for the sky.
Key ELEMENTS
: p o t S t N ex
3D type can be used to make headlines pop. Consider housing eyebrow copy within fun arrow shapes.
COLOR PMS 346 is our core color for creating consistency across the program.
TYPE Use headlines in our 3 program colors.
: p o t S t x e N
Use flat variation when messaging is secondary.
Confidential and Proprietary Information. McDonald’s Legal and Creative must review and approve all elements.
p: Next Sto
Use gold when red isn’t appropriate.
QUESTIONS? Please contact The Marketing Store Project Lead: Kelly O’Neill, kelly.oneill@tmsw.com Sr. Creative Director (McDonald’s): Mark Carlson, mark.carlson@us.mcd.com Creative Director (The Marketing Store): Brian Tawlks, brian.tawlks@tmsw.com Partner/Hasbro approvals: Kathryn Fiedler, kathryn.fiedler@tmsw.com General Questions/Requests: Megan Hautamaki, megan.hautamaki@tmsw.com Every piece of collateral that contains a Hasbro or prize partner mark and/or textual reference must be submitted for approval – e.g. TVCs, Radio, Social and Digital Media, POP, Press Releases, etc. All collateral should be sent to The Marketing Store to manage the approval process. Please allow a minimum of 5 business days for each submission.