tms reimagines Monopoly at McDonald’s in Spain with the new ‘MONI MONI MONI’ promotion
McDonald’s is launching the latest reinvention of its hugely popular Monopoly promotion for customers in Spain, giving players an entirely new way to play and choose the prizes they really want.
Created by tms and McDonald’s long-term partner, the new MONI MONI MONI Monopoly at McDonald’s promotion swaps the goal of collecting properties with currency, which can be banked in the McDonald’s app for the chance to win prizes.
From 21 July to 31 August, McDonald’s promotional packaging will feature game pieces, which when peeled, will reveal either an Instant Win prize or a denomination of MONI.
Once customers have banked enough MONI in their accounts, they can use it to “buy” a prize of their choosing – with new prizes dropping weekly.
Monopoly at McDonald’s is something that consistently delivers results for us – but that doesn’t mean we should rest on our laurels. We love the way tms has transformed our iconic crossover promotion into the ‘ultimate collab’ to maximize the cultural hype and buy-in for customers. With this new mechanic, we hope customers are encouraged more than ever to come into restaurants and participate in this amazing promotion.
tms hit on the idea of collecting money because of the feel-good factor that comes from holding a crisp pile of Monopoly notes in your hand, while the ‘MONI’ name is inspired by Spanish speakers’ playful adoption of the English word ‘money’.
The Monopoly note is at the heart of the retail experience and promotional visuals, with tms reimagining it as a McDonald’s X Monopoly collaboration note as well as carrying the colourful designs across cold drink cups, McFlurry packaging and point-of-sale.
Ben Parsons, Executive Creative Director at tms, said: “At its heart, this was about capturing the thrill of having money to play with. We brought that to life through bold vibrant visuals, cheerful collab moments and a prize pool packed with choice. That iconic stack of Monopoly cash instantly unlocks a sense of excitement, and by putting customers in the driving seat of their prizes, we’ve made winning feel even more fun. MONI MONI MONI is where McDonald’s generous, playful spirit meets the pure joy of Monopoly.”
tms also negotiated all the prizes and collaborated with the local agencies to develop the digital experience and retail activation. Among the prizes MONI can be used to “buy”, are headphones, speakers, paddleboards as well as holidays and a year’s free car rental.
See how tms has previously supported the global promotions, including Monopoly at McDonald’s return to the US.
Trending
