findaproperty.com Reveals Promotion Results
August 7, 2009 by Emma Sorensen
Earlier this year Digital Property Group owned UK portal, findaproperty.com, was announced as the lead partner in the McDonald’s Best Chance Monopoly nationwide promotion.
One lucky winner from Telford has scooped the winning prize of £300,000 to buy their next family home. Jeanette Forrester and her husband Simon were able to call upon local estate agent Nock Deighton to assist in purchasing a spacious four bedroom house in Priorslee, Shropshire.
The McDonald’s Best Chance Monopoly promotion began in March and ran for six weeks – it was the biggest ever promotional campaign in the UK for McDonald’s.
Throughout the promotion findaproperty.com branding was featured in all 1,200 McDonald’s restaurants across the country as well as within a heavy-weight TV campaign and a print campaign in the Metro, The Sun, Daily Mirror, Daily Record and Daily Star plus findaproperty.com advertising within the Daily Mail national & regional Northcliffe titles.
So other than massively increasing the lucky portal’s exposure, what did the promotion do for findaproperty.com?
Sarah Boorman, Marketing Director of findaproperty.com said:
“We are delighted to have a winner of the findaproperty.com prize. It’s fantastic to be able to help Mrs Forrester and her family find their dream home. It’s equally pleasing to present one of our member agents with a new sale. Promotions such as the McDonald’s Best Chance Monopoly are an essential element in attracting more home buyers and renters to our sites, as well as landlords and vendors looking to put their properties onto the market. This is another example of our long-term brand investment into findaproperty.com.”
Analysis provided by the company also reveals the following facts:
• 57% of agents believe this promotion adds value by raising consumer awareness of the property site providing the prize, according to a DPG trade survey in June 2009.
• The portal saw an immediate uplift in traffic during high visibility TV slots: traffic between 6pm – 9pm on Friday 20th March was 8.3% higher than the 2009 average visits in the same period. Enquiries to agents during this timescale also increased by 3.9% versus the average for the same period, according to Intellitracker data from 20 March.
• The company also says that findaproperty.com brand awareness amongst home searchers rose 27% following the McDonald’s promotional activity, according to independent analysis by BMRB.
The company said the McDonald’s partnership was the natural continuation of the current findaproperty.com ‘What makes a home?’ campaign. The portal is not content to rest on its laurels and this week launched a radio version of the campaign, as well as continuring to run print ads across the Metro, London Lite, the Evening Standard, Daily Mail and a wide range of regional titles. The campaign also includes a roaming ad van as of this week (pictured).
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Very interesting results great article Emma, very broadly speaking –did this FMCG work in synergy with FAP – during this promotion period between March 09-April 09
http://www.alexa.com/siteinfo/mcdonalds.co.uk+findaproperty.com
click trafiic rank tab
Notice how Alexa traffic rank rose dramatically from end of Feb09 and during the promotion period of March. Longer sustained traffic ranking occurring particularly for Mc Donald’s co uk as opposed to FAP which had more peaks and troughs, though still markedly better for both after low trough in at the end of Feb09.
Let’s not also forget the incorporation of Google street view on the 19th March09 which was one of the industry first, for a UK property portal (at that time). You can clearly see a spike in traffic rank occurring just after middle March for FAP .
Ok although there is margin for error and we don’t have real tracking; and this by no means is hard quantifiable data just using traffic ranking as a variable.
Though it give makes you think.. they must being something right?
Well done to all the team at findaproperty.com
Kind Regards
Amul Raj Desai
twitter – property1