McDonald's Monopoly

McDonald's Monopoly peel-off tokens

The McDonald's Monopoly game is a sales promotion of McDonald's and Hasbro, which uses the theme of the latter's board game Monopoly. The game first ran in the U.S. in 1987 and has since been used worldwide.

The promotion has used other names, such as Monopoly: Pick Your Prize! (2001), Monopoly Best Chance Game (2003–2005), Monopoly/Millionaire Game, Prize Vault (2013-2014), Money Monopoly (2016-), Coast To Coast (2015-) in Canada, Golden Chances in the UK (2015-), Prize Choice in the UK (2016-), Win Win in the UK (2017-) and Wiiiin!! in the UK (2018-).

History

The promotion has been offered in the United States, Canada,[1] Australia[2], Austria, France, Germany, Hong Kong, the Netherlands, New Zealand, Poland, Portugal, Romania, Russia, Singapore, South Africa, Spain, Switzerland, Taiwan, and United Kingdom since 1987. Argentina and Brazil were included in 2013 as well as Ireland in 2016. From 2003-2009, Best Buy was involved in the U.S. version, and later in the Canadian version.

Like many merchants, McDonald's offered sweepstakes to draw customers into its restaurants. Laws generally forbid a company from administering its own contests, in order to prevent fraud and to ensure that all prizes are given away. McDonald's had a relationship with Simon Worldwide Inc., which was responsible for the distribution of the contest pieces and the awarding of major prizes.

In 2015, the Monopoly game was replaced in the US by "Game Time Gold", using an NFL theme.[3] In 2016, the Monopoly game returned, but hasn't since, in 2018 replaced by "Trick! Treat! Win!".

Fraud

In 2000, the U.S. promotion was halted after fraud was uncovered. A subcontracting company, Simon Marketing (a then-subsidiary of Cyrk), that had been hired by McDonald's to organize and promote the game, failed to recognize a flaw in its procedures. Chief of security Jerome P. Jacobson was able to remove the most valuable game pieces, which he then passed to associates who would redeem them and share the proceeds.[4][5] According to Jacobson, his disloyalty began when executives began re-running randomized draws to ensure high-level prizes went to areas in the United States rather than Canada.[5] He began stealing winning game pieces after supplier mistakenly provided him the anti-tamper seals needed to secretly make the swap. Jacobson sold winning pieces for a percentage of the winnings in advance.[5] Initially to friends and family but expanding nationwide after a chance meeting in the Atlanta airport between Jacobson and Gennaro "Jerry" Colombo.[6] Colombo would later appear in a McDonald's commercial promoting the game.[7]

Jacobson's associates won almost all of the top prizes including cash and cars between 1995 and 2000, including McDonald's giveaways that did not have the Monopoly theme. The associates netted over $24 million. While the fraud appeared to have been perpetrated by only one key employee of the promotion company, and not by the company's management, eight people were originally arrested, leading to a total of 21 indicted individuals with members of the Colombo Mafia family believed to have been involved in the fraud at some point.[8]

The relationship between McDonald's and Simon Marketing broke down in a pair of lawsuits over breach of contract, eventually settled out of court, with McDonald's' claim being thrown out and Simon receiving $16.6 million.[9] Due to a constitutional violation, four of those convicted of the fraud had their convictions reversed on appeal.[10][11]

In 1995, St. Jude Children's Hospital in Memphis, Tennessee, received an anonymous letter postmarked Dallas, Texas, which contained a $1 million winning game piece. Although game rules prohibited the transfer of prizes, McDonald's waived the rule and paid out the prize, making the final $50,000 annuity payment in 2014.[12] Investigations later indicated that Jacobson had admitted to sending the winning piece to the hospital.[13]

Jacobson pleaded guilty to three counts of mail fraud and served 15 years in prison in federal court in Jacksonville, Florida. The trial began the day before the September 11 attacks and was overshadowed in the media.

In August 2018, 20th Century Fox announced plans for a film based on the Jacobson fraud, to be directed by Ben Affleck, written by Paul Wernick and Rhett Reese, and starring Matt Damon.[14][15]

Gameplay

Example of a variety of tokens from the UK version of the game, 2014 (serial numbers censored)

The promotion mimics the game Monopoly. The game is also advertised with tokens appearing in Sunday newspapers.[16][17] Originally, customers received a set of two tokens with every purchase, but now tokens come only with certain menu items. Tokens correspond to a property space on the Monopoly board (with the exception of the Golden Avenue/Arches Avenue "properties", which were added in the 2008 edition; and Electric Company/Water Works utilities added in 2014). When combined into color-matched properties, the tokens may be redeemed for money. Historically, the grand prize ($1 million, annuity only) has been the combination of the two most costly properties, Park Place and Boardwalk, but in the 2006–2007 games the top prize ($5 million, with the traditional $1 million prize for Boardwalk/Park Place) was awarded for collecting the four railroads. There are also "instant win" tokens the recipient can redeem for McDonald's food (typically small menu items, such as a free small McFlurry or medium fries) but never for any food item that has game pieces, money, or other prizes. The 2001 edition was titled "Pick Your Prize!", in which winners could choose which of three ways they wanted their prize awarded to them (i.e. they could choose if they wanted their $1 million in gold, diamonds, or $50,000 per year for 20 years). In 2016, the game changed where all available prizes were cash, including the $1 million for Park Place and Boardwalk, and was titled "Money Monopoly".[18]

Coupon pieces

Additionally, in the 2005 edition, certain foods always came with one coupon which could be used at either Best Buy, Toys R Us, or Foot Locker (including online stores). The value of each coupon was random, with Toys R Us coupons ranging from $1 to $5; up to $5 in coupons could be used in a single transaction. In 2008, these coupons were redeemed for up to 25% off any Foot Locker item(s). Since 2009, the promotion has not featured any coupons.

Products with game pieces

As of 2018 (Canada) and 2016 (US), the following products contained game pieces:

Canada[19] USA[20]
Big Mac (Single/Double) Big Mac
Chicken McNuggets (10/20 pc.)
Chicken Sandwiches (McChicken/Seriously Chicken)
Angus sandwiches (Bacon Cheddar/Mighty/Creamy Black Pepper) Filet-O-Fish
Large French Fries Medium French Fries
Medium & Large Hot McCafe Beverages
Medium & Large Soft Drink Cups/Milkshakes Medium Soft Drink Cups
Coffee or Tea (Medium/Large/X-Large)
McMuffin Sandwiches (except Sausage McMuffin)
Hashbrowns
Quarter Pounder with Cheese/BLT sandwiches (Single/Double)
Regular McFlurry
Biscuit Sandwiches (except Sausage Biscuit)

Canadian and US laws require that game pieces be available upon request with no purchase necessary (Alternative Method of Entry, "AMOE"), and can be requested by the mailing of a handwritten, self-addressed stamped envelope.[20]

Rare pieces in US/Canada

The rare collectible pieces that dictate the odds of winning are as follows:

Property 2018 Canadian Name*****[21]2018 code2018 prize2017 code2017 prize2016 code2016 prize2014 code2014 prize2013 code2013 prize2012 code2012 prize2011 code2011 prize2010 code2010 prize2009 code2009 prize2008 code2008 prize
Mediterranean Avenue Rideau Canal901Xbox One Forza Bundle801CN$150,000601$50 ($100 in Canada)501$50 (Paid in McDonald's Gift Cards in Canada)431/461$1,000 ($25 McDonald's Gift Card in Canada)925$50 (Paid in McDonald's Gift Cards in Canada)321$50 (Paid in McDonald's Gift Cards in Canada)750$50 (Paid in McDonald's Gift Cards in Canada)101$50 (Paid in McDonald's Gift Cards in Canada)251$100
Vermont Avenue Mackenzie River904Yamaha Family Grizzly ATV Bundle8042 Yamaha SnoScoot Snowmobiles & two 250 Yamabucks gift cards604$1,000 (Berkley Family Equipment Package in Canada)504Shell fuel for 1 Year ($2,500 in Canada)434/464$5,000 ($50 McDonald's Gift Card in Canada)928$5,000324$100753104254
Virginia Avenue Percé Rock906CN$10,000806CN$10,000608$2,000 ($10,000 in Canada)508$5,000438/468$10,000 ($20,000 in Canada)932Beach Resort Vacation328$200 Spa Certificate757108258
Tennessee Avenue Tunnels of Moose Jaw911Cineplex Premiere Card for winner & guest for 1 Year811Cineplex Premiere Card for winner & guest for 1 year610$5,000 (Cineplex Premiére Card in Canada)510Softcard Mobile Wallet Prize + $2,500 for wireless service ($5,000 Wal-Mart Gift Card in Canada)440/470EA Sports Super Bowl XLVIII trip for 2 ($5,000 Wal-Mart Gift Card in Canada)934$10,000330Beach Resort Vacation759$1,000110$5,000260$5,000
Kentucky Avenue Confederation Bridge912CN$5,000 in Vanilla Prepaid MasterCard Gift Card812CN$5,000 in Prepaid MasterCard Gift Card612$10,000 ($5,000 in Vanilla Prepaid Gift Cards in Canada)512Any Delta Air Lines Vacations Destination for 2442/472Any Delta Air Lines Destination for 2936Any Delta Air Lines Destination for 2332$50,000761Beaches Resorts Vacation112$10,000262$10,000
Ventnor Avenue Whistler917Cabela's Barbeque Package817Cabela's Camping Package616$25,000 (Polaris Snowmobile in Canada)516Beaches Resorts Vacation446/476$20,000 ($10,000 in Canada)940$20,000336$100,000765$25,000116$25,000266$25,000
Pennsylvania Avenue Portage and Memorial920CN$2,000 Hudson's Bay Gift Card820CN$2,000 Hudson's Bay Gift Card620$50,000 ($2,000 Hudson's Bay Gift Card in Canada)520Cessna Private Jet Trip450/4802014 Fiat 500L (2013 Fiat POP in Canada)9442013 Fiat 500 Sport Hatchback3402012 Nissan Leaf or 2012 Nissan 370z769$50,000120$50,000270$50,000
Boardwalk Le Château Frontenac9215,000,000 RBC Rewards Points or CN$50,0008212018 Volkswagen Atlas SUV622$1,000,000 (annuity, 2017 Volkswagen Golf SportsWagen in Canada)522$1,000,000 (annuity)452/482$1,000,000 (annuity, $100,000 for Canada)946$1,000,000 (annuity)342$1,000,000 (annuity)771$1,000,000 (annuity)122$1,000,000 (annuity)274$1,000,000 (annuity)
Short Line Vancouver International Airport926Air Transat trip to Riviera Maya for 48263,000 WestJet Dollars626$500 (A "dream vacation" in Canada)526$5,000 Target Shopping Experience on Black Friday ($1,000 in Canada)456/486Shell Fuel for 1 Year ($5,000 in Canada)950EA SPORTS Fan Trip Championship Get-A-Way346EA SPORTS Trip775EA SPORTS Trip126$500278$500
Reading Railroad Route Transcan Highway 928 Esso/Mobil CN$2,600 Gift Card "Petrol for 52 Weeks" 828 Shell "Fuel for a Year"
Water Works*** 527$10,000
Golden Avenue** 271$100,000
Free Parking**** ???$100,000

Note that the rare piece is alphabetically the last property in each group, except for Boardwalk. In 2013, McDonald's allowed two Boardwalk pieces to be produced, previously there was only one produced.

[*] Until 2007, Mediterranean and Baltic Avenues were dark purple properties on the traditional Monopoly board; since 2008, it has been brown.

[**] McDonald's added Golden Avenue and Arches Avenue for 2008 only; obtaining both won $100,000.

[***] Electric Company & Water Works were added for 2014; obtaining both won $10,000.

[****] One Free Parking $100,000 prize was seeded on each of the following in only the US Territory: Bacon Clubhouse (1 in 9,836,000), Filet-O-Fish (1 in 19,585,000), Big Mac (1 in 45,000,000) and Large Fries (1 in 150,254,000)[22]

[*****] In 2016, the Canadian version replaced all properties with Canadian landmarks (such as replacing Boardwalk with Le Château Frontenac, and swapping Kentucky Avenue with the Confederation Bridge) and replaced all train stations with well-known Canadian airports, including Toronto Pearson International Airport and Vancouver International Airport.

Germany

The German version of the rare piece list is as follows:

Property 2009 code 2009 prize 2009 number awarded
Jackpot???1 each of the below + 1 each of the instant win prizes.1x0 property1 instant
Turmstraße902Monopoly Game set.1000x340 property660 instant
Elisenstraße & Poststraße904 & 905€1,000 Prepaid Visa Card1000x950 property50 instant
Hafenstraße907LG Netbook500x170 property330 instant
Wiener Straße & Berliner Straße910 & 911Audi A3 Cabriolet100x90 property10 instant
Museumstraße913Nintendo Wii with Avatar the game777x259 property518 instant
Schillerstraße916MSC cruise for two5x2 property3 instant
Hauptstraße919ETI dream vacation to Egypt100x34 property66 instant
Parkstraße921Hercules Mountain Bike100x34 property66 instant
Südbahnhof & Westbahnhof932 & 924€100,000 from Visa10x10 property0 instant

In addition to the property pieces, there are also Instant Win pieces for a Samsung MP3 player, a LG Touchscreen cellphone, €150 gift certificates to S.Oliver, a JBL iPod dock, a Funai Flatscreen television, Nikon digital camera, Noxon internet radio, and SnowTrex one-week ski vacation for two.

Online games

In 2005, McDonald's introduced an online counterpart to its traditional game. In addition to the traditional "sticker" game, participants can play online. Each game piece lists a code which can be entered online, to a maximum of 10 entries per 24 hours, a day starts at midnight EDT. Up to 2014, each code entered grants the user one roll on a virtual Monopoly game board, identical to the board game's board. Rolling "doubles" (two dice sharing the same number), as with the real board game, allows the user to move again.

Landing on Electric Company, Income Tax, Jail/Just Visiting, Go to Jail, Water Works, or Luxury Tax does not count towards any prize. If a player lands on an unowned property (not landed upon by the player in a previous turn), the user will "collect" that property. When all properties of a colored set are collected, the user wins a prize, with prize values similar to those of the sticker game. In addition to collecting property sets, users can also win by landing on certain "instant win" spaces, including Go, Chance, Community Chest, and Free Parking. Landing on Go (but not simply passing it) gives the player a code worth one free hour of WiFi access at participating McDonald's restaurants. Landing on Chance is worth money to spend at Foot Locker. Landing on Community Chest allows the user to be given a code worth 25 My Coke Rewards points. Landing on Free Parking is a prize of a $50 refillable gas card from Shell, or alternatively 25 complimentary apple pies.

In 2007, landing on Community Chest won game downloads.[23]

In 2009, the prizes became two hours of Wi-Fi and a $25 Arch Card for landing on Go, an entry into an online roll for $1,000,000 (annuity) for landing on Chance, 25 My Coke Rewards points for landing on Community Chest, and a $50 refillable Shell gift card for landing on Free Parking.

The values of the dice are not random. As stated in the contest rules, one property in each set is "rare," similar to the sticker game. These rare properties are landed on only when the game server "seeds" a winning roll. Winning rolls are seeded at specific times on specific dates, and the first user to roll the dice once a win has been seeded will land on a winning piece. This allows McDonald's to declare the odds of winning certain prizes, a legal requirement for contests in most jurisdictions.

In 2010, the online game was changed, removing the dice and the game board, presenting only 3 Chance cards from which to pick. One has a prize, starting at 30 My Coke Rewards points, but may be (non-randomly) seeded with a higher-valued prize. Player chooses one card, is asked if that is the choice the player wants to make, and the card is flipped. If it is the pre-selected winning card, the player wins the pre-selected prize.

In 2011, the game was changed again – the mascot, Rich Uncle Pennybags (aka "Mr. Monopoly"), is shown attempting to throw a Chance card into a top hat. If the card lands in the hat, the player can claim a prize. Players must choose a "throwing style", which only changes the animations used – it does nothing to affect one's odds of winning.

In 2012, the game was changed once more. Players must click on "Spin" first, and if it landed on "GO!", the player wins the online prize shown. The next year, players had to click on "Play"; a win resulted in the prize shown onscreen; regardless of the outcome, players received an entry to win a 2013 Fiat 500 Cabrio. For the 2014 game, players must click on "GO!", and if it results in a win, the online prize is shown onscreen; regardless of the outcome, the participant receives an entry to win $50,000.

In 2016, players can enter up to ten codes daily in order to win weekly sweepstakes with a $50,000 grand prize.

Restrictions

For all versions of the online game, players are restricted to a set number of online entries per day.[24] In the UK, this is restricted to 24 entries. In USA, Guam, Puerto Rico, and Saipan, the limit is 10.

Players in the UK must be aged 16 years or older.

Note that the official rules state: "The purchase, sale, trading, or barter of Game Pieces, Game Stamps, FREE Codes or Game Codes via Online or live auctions, or any other methods, does not constitute Legitimate Channels and is expressly prohibited."[24] This includes eBay.com, where it is also a violation of that site's lottery policy.

References

  1. ↑ "Business Insider". Business Insider. October 24, 2011. Retrieved October 24, 2011.
  2. ↑ "Daily Commercials". Daily Commercials. September 9, 2018. Retrieved 2018-09-07.
  3. ↑ McDonald's Plays on Love for NFL Teams in New Giveaway Game November 2015
  4. ↑ Stout, David (August 22, 2001). "Eight Charged With Rigging McDonald's Prize Contests". The New York Times. Retrieved March 8, 2015.
  5. 1 2 3 Maysh, Jeff (July 28, 2018). "How an Ex-Cop Rigged McDonald's Monopoly Game and Stole Millions: Jerome Jacobson and his network of mobsters, psychics, strip club owners, and drug traffickers won almost every prize for 12 years, until the FBI launched Operation 'Final Answer'". The Daily Beast.
  6. ↑ "A former cop masterminded a scheme to win nearly $24 million in the McDonald's Monopoly game. Here's how he pulled it off". Business Insider. Retrieved 2018-09-06.
  7. ↑ Keith Richardson (2017-06-26), McDonald's Monopoly Commercial 1995, retrieved 2018-09-06
  8. ↑ Associated Press. Twenty-one indicted in McDonald's scam, St. Petersburg Times, September 11, 2001.
  9. ↑ "McDonald's to Pay Simon $16.6 Million Settlement". New York Times. August 20, 2003. Retrieved February 10, 2014.
  10. ↑ United States v. Chandler, 388 F.3d 796 (11th Cir. 2004)
  11. ↑ "USA Today". USA Today. July 20, 2004. Retrieved February 10, 2014.
  12. ↑ Donor Turns Fast Food Into Big Bucks For Hospital, The New York Times.
  13. ↑ St. Judes' Mystery Million Came From Embezzler, CNN transcript, September 11, 2001.
  14. ↑ McNary, Dave (2 August 2018). "Ben Affleck, Matt Damon Team for Movie About a McDonald's Monopoly Scheme". Variety. Retrieved 2 August 2018.
  15. ↑ "Ben Affleck, Matt Damon re-team for McDonald's Monopoly scam movie". Fast Company. 2018-08-03. Retrieved 2018-09-06.
  16. ↑ Albrecht, W. Steve; Albrecht, Chad O.; Albrecht, Conan C.; Zimbelman, Mark F. (2 April 2015). "Fraud Examination". Cengage Learning. Retrieved 12 August 2018 – via Google Books.
  17. ↑ http://news.findlaw.com/cnn/docs/mcdonalds/mcdcmplt81601.pdf
  18. ↑ Lee, Chris. "Behind Hollywood's A-List Bidding War for a McDonald's Monopoly Article". vulture.com. Retrieved 12 August 2018.
  19. ↑ "Official Rules". McDonald's Monopoly Sweepstakes. Retrieved October 11, 2018.
  20. 1 2 "2016 Money MONOPOLY Game at McDonald's | Online Game". Playatmcd.com. March 22, 2016. Retrieved March 22, 2016.
  21. ↑ https://mcdpromotion.ca/en-ca/OfficialRules
  22. ↑ http://news.mcdonalds.com/getattachment/75e01167-bc36-46e9-9ce0-29b5a249659f
  23. ↑ "Monopoly at McDonalds". Bizzia.com. October 9, 2007. Archived from the original on July 11, 2009.
  24. 1 2 "Official Rules". McDonald's Monopoly. Retrieved January 17, 2013.

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