The “5P1EL N1CH7 M17” campaign (in English: „D0 N07 PLAY“) responds to the challenge of targeting children (families) in particular. What children remember best about the fast food chain is the Monopoly competition with its surprise aspect of the different collectable stickers. “5P1EL N1CH7 M17” is a parody of the well-known stickers, thereby drawing attention to McDonald’s “Manipuly” game. The campaign would easily be adaptable to English and would work well for postcards, too.