Hungry Jacks hijacks Macca's Monopoly campaign
Hungry Jack’s has hijacked the McDonald’s Monopoly campaign by providing customers with an alternative to redeeming their winning vouchers at Macca's.
Hungry Jack’s is instead offering up food at its own restaurants.
McDonald’s chief competitor has launched what it calls the “Flame Their McOpoly” campaign, and promised to hand out free burgers, fries and drinks to diners who present prize-winning Monopoly tickets.
The promotional ad on the Hungry Jack’s website reads: “Real flame-grilled taste, like air, is vital to life. No one should be denied it – our friends, our family and all Australians. So redeem your FREE tickets* at Hungry Jack’s instead, because everyone deserves a better flame-grilled burger.”
At the bottom of the ad, the company has added the disclaimer: “*In no way endorsed or authorised by you know who”.
Hijack marketing, also known as ambush marketing, newsjacking or guerrilla marketing, involves a brand associating itself with an event that already has an existing audience, and leverages this, often without having to dig deep for sponsorship fees.
This is no new thing. These audacious tactics go a long way in creating a buzz around a brand, but the seemingly spontaneous, creative genius is not necessarily born in the moment of opportunity.
“It’s a battle for customers’ hearts and minds,” according to TheOneCentre’s John Ford. "It’s a marathon of poker-faced strategy that is going to prime most brands for hijacking success."
News break - September 19
