Mcdonalds Monopoly

I don't know about you but I am partial to a big mac and fries!
And...for quite a lot of my working life I specialised in promotions...
On a recent visit, early morning I might add, my tray was transformed into a quasi Monopoly board. So I looked, eventually to see it was a promtion yet one of such amazing complexity that I wondered who would understand it, or who would be motivated by a prize especialy if they could not decipher what it was. Having realised I had not been given a game piece I went to the counter and got one. Not without noticing the A3 sized poster of rules and conditions, reminiscent of those just behind the entrance in NCP carparks!
I then realised it was a game of two halves and I am not that frequent a visistor for it to have any worth.
Obviously some people think this type of promotion has value by the fact the halves are being offered on eBay.
So heavy users with time to spare and a PHD in old board games are the obvious target audience for this promotion from McDonalds.
Surely they must have bigger groups than that to warrant this investment?

A Marketing Superior thought...
A strong incentive offer with an easily understood involvement are pre-requisites for any promotion.
Perhaps I'll just keep collecting for the free cup of Kenco coffee but I can't get the sticker off the side and I've torn the collector card.
I'll just go large then...