• by Wayne Friedman , July 13, 2009

 

Looking for off-air marketing help for its fall TV shows -- with an emphasis for its new "Jay Leno Show" -- NBC will kick off a big partnership with McDonalds' ongoing in-store/online game Monopoly.

Major on-air advertising will run on NBC shows for the game, in which customers vie for cash prizes, including $1 million. Besides "The Jay Leno Show," a number of NBC's prime-time shows and "Sunday Night Football" will also promote the effort.

McDonald's customers will get a chance to have Monopoly dice rolled by NBC on-air personalities on their behalf during a special TV commercial message to run in the new "Jay Leno Show."

Customers log onto www.playatmcd.com with a chance to win the $1 million prize, with other combos getting to a $10,000 prize.

For some time, TV networks have turned to major retail marketing partners to help promote their fall lineup. This move has become increasingly crucial amid broadcast ratings erosion, according to TV marketing executives.

A series of McDonalds' television commercials will heavily market the game on the network. The fast-food company will promote the game in some 13,000 U.S. restaurants, including an array of packaging elements -- game boards, in-restaurant tray liners, drive-through point-of-purchase materials and register toppers.