Getting customers bubbling with excitement

Image of a McDonald's paper Winning Sips bag and soda cup

Opportunity

With the backdrop of the cost-of-living crisis, tms and McDonald’s wanted to bring customers some much-needed cheer. Enter ‘Winning Sips’. We set out to create a campaign that would create feel-good moments for customers, engaging them through attention-grabbing promotions and exciting visuals to showcase McDonald’s generosity and invoke a sense of joy. 

Logo with the text

Approach

tms developed the strategy for ‘Winning Sips’ based on McDonald’s value framework that centres on showing generosity to customers. Working cross-functionally to bring together technology, marketing, and sourcing, we brought to life the creative conception, in-app experience, packaging, and merchandise. At the heart of the campaign, the ‘virtual sips’ mechanic combines the drama of a thirst-quenching first sipwith the chance to win millions of feel-good prizes. 

3 phones with Winning Sips screens displayed

Outcome

The uplifting visual identity tapped into a feeling of joy that can be seen across packaging, in-store communications, and in the McDonald’s app. tms built a robust in-app experience which served as a portal to millions of prizes, from instant win food prizes to exclusive Coca-Cola branded merchandise, and up to £10,000 cash. All this was up for grabs following a medium or large soft drink purchase.

Image of McDonald's prizes like Coca-Cola glasses, a bucket hat, and towel

McDonald’s wanted to provide customers with some light hearted fun, and reward them with something extra when they visit us, and what better way of doing that than ‘Winning Sips’.  We look forward to launching four weeks of sipping, slurping and a chance to win.

John McClure
Brand Manager at McDonald’s

Results

3.37+ Million
Prizes claimed
8.2+ Million
Codes played
63% Customers
Say it makes it more fun to go to McDonald’s

Driving digital transformation with the UK’s most successful prize program

Double Peel Monopoly logo with gameboard

Opportunity

Guided by that insight that 80% of UK customers engage with brands through their mobile phones, there was an opportunity to evolve MONOPOLY® for a new generation of fans that highly value digital experiences.

Woman holding a phone while playing the Double Peel MONOPOLY game

Approach

Customers have always loved the on-pack peel, however this year, instead of peeling to reveal a potential loss, Double Peel extended the game in the McDonald’s app – transforming customers’ phones into a MONOPOLY®  gameboard. It was essential and that we created a collection mechanic that felt fun not clinical with an exciting moment of theatre for the peel reveal. Every transition between taps, sound and animation was carefully considered to delight customers throughout the gaming experience. Furthermore, we wanted the app to be as inclusive as possible and created a game that was easy to use from an accessibility standpoint.

Two women looking at the McDonald's Double Peel Monopoly game on their phone

Outcome

We designed a platform that transforms customers’ phones into a MONOPOLY® game board, allowing them to collect their properties digitally. The prize mechanic is powered by our proprietary iWin technology and integrates with McDonald’s technology stack to ensure prizes won are easily redeemable and customers can seamlessly access their data. Through the new gaming platform, we ensured ‘double peel’ was the most successful MONOPOLY®  to date, with thousands more users drawn in by the exciting digital element of the program. ​

By extending our popular MONOPOLY promotion at McDonald’s into a more immersive app experience, we’ve not only given customers additional ways to play, we’ve also built a wider, longer-term engagement in the game over the 6-week period – along with more ways to win. Doubling the fun for everyone.

Emma O’Neill
Senior Brand Manager at McDonald’s

Results

4.2 million
Unique players playing 77 million times!
+39% YOY
Unique Players
+191% YOY
Valid codes entered
99%
Digital peel rate

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Showcasing a next-generation device with a next-level tournament

4 gamers behind 2 computer screens and yellow and black background that says

Opportunity

To create an ownable, repeatable, headline-worthy launch moment that blends what fans love about Tribe Gaming with the power and performance of the Samsung Galaxy S23 Ultra.

Mission Galaxy poster with logo

Approach

What better way to show the power and performance of the new Galaxy S23 Ultra than putting it in the hands of the biggest mobile gaming and esports group – Tribe Gaming. tms placed the device’s superior performance, power, and innovation at the forefront of all the messaging as well as leveraged Tribe Gaming talent, IP, community and tournament activation to create a stand-out moment.

Gamer plays on Samsung mobile device in front of computer screen

Outcome

Enter “Mission: Galaxy” a next-level mobile gaming tournament with a futuristic creative direction that showcased the new Samsung device’s advanced technology and features. Pairing the Galaxy S23 Ultra with eight of the most popular Tribe creators, we brought to life the ultimate battle. Tribe Gaming echoed our creative direction across their channels and released a series of unique unboxing social videos to raise hype in the run-up to the event.  On the day of the event, the tournament featuring eight Tribe competitors was live-streamed across the platform, with content amplified by Tribe Gaming’s vast social community to increase viewership. The livestream itself also included midroll content during “intermission” there were unique “ads” Tribe created with Samsung approval, and Samsung also provided some of their product ads to include in the block.

 

The $15,000 1v1 tournament is available to view online.

2 hosts of the Samsung Galaxy video game event conversing

Results

1+ Million
Pre-event views
457 Thousand
Live event views
388 Thousand
Post-event engagements
1.9 Million
Total impact

Watch Mission Galaxy Highlights

We’re thrilled with the results of Mission Galaxy. With the support of partners like tms and in collaboration with Tribe Gaming, we were able to reach millions of mobile gamers and demonstrate the gaming capabilities of the Samsung Galaxy S23 Ultra. Mission accomplished!

Janet Lee
SVP of Mobile Experience at Samsung Electronics America

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Doubling the appeal of the UK’s biggest prize promotion

McDonald's Double Peel Monopoly logo featuring Mr. Monopoly on a game board

The Opportunity

The physical peel, central to McDonald’s MONOPOLY game play, has always been well-loved, but its joy is short-lived. Our opportunity was to build a wider-reaching, longer-term, more immersive brand and digital experience so that consumers could continue playing and winning beyond the physical peel.​

Double Peel Monopoly logo in the middle of a Monopoly game board

Our Approach

Customers have always loved the on-pack peel, however this year, instead of peeling to reveal a potential loss, Double Peel extended the game in the McDonald’s app – transforming customers’ phones into a MONOPOLY® gameboard. Players still had the opportunity to peel the label on their promotional food item for a potential Instant Win, but now they could also scan a property code to complete sets in the McDonald’s app. Each property banked in the MONOPOLY®  Wallet gave players another chance to win an array of prizes via the Digital Peel in the app. tms brokered contracts between McDonald’s and over 20 prize partners, including BMW, Paramount+, TUI, JD Sports, See Tickets, Photobox, Wrappz, Zavvi, Go Ape, GLOSSYBOX, SkullCandy and AO.com. Customers had the chance to win everything from a new Mini Cooper, to shopping vouchers and personalized accessories.

Three phones featuring the Double Peel Monopoly game in the McDonald's app

The Outcome

After 16 years, we created a next-generation McDonald’s MONOPOLY® game, inspiring customers to double down on what they love and created a campaign that magnified the double feel-good feeling of the peel in a fun and engaging way. By extending the promotion into a more immersive app experience, we not only gave customers additional ways to play and win but also fostered high engagement making this year’s MONOPOLY® the biggest and best to date.​​

McDonald's Double Peel Monopoly packaging, featuring Big Tasty clamshell, two cold drink cups, Twix and Maltese McFlurries, and Chicken Legend box

Results

4.2 million
Unique players playing 77 million times!
+39% YOY
Unique Players
+191% YOY
Valid codes entered
99%
Digital peel rate

By extending our popular MONOPOLY® promotion at McDonald’s into a more immersive app experience, we’ve not only given customers additional ways to play, we’ve also built a wider, longer-term engagement in the game over the 6-week period – along with more ways to win. Doubling the fun for everyone.

Emma O’Neill
Senior Brand Manager at McDonald’s

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Opportunity

In a world of sub-par customer rewards programs, T‑Mobile wanted something that set their services apart and provided real value for their customers by showing true appreciation.​

woman smiling on her phone

Approach

Our data showed customers were sick of convoluted, tiered programs with valueless points. tms set out to drive value just for being a customer — skipping complex points systems. We shook up the idea of loyalty by keeping it simple and rewarding. We aimed to earn customers’ loyalty by proving T‑Mobile was already loyal to them.​

smiling people

Outcome

We created the wireless industry’s first customer appreciation platform —T‑Mobile Tuesdays. Reinventing the loyalty paradigm in a way only T‑Mobile can, we thank customers every week with access to exclusive deals, content, and chances to win awesome experiences from brands they love. We are proud to have a longstanding relationship with T‑Mobile, continue to evolve the T‑Mobile Tuesdays platform, and connect T-Mobile with new, relevant brand partners to meet the ever-changing customer demands.​

smiling people

Results

50+ Million
registrations
300 Million
partner claims
$1.5 Billion
customer value delivered

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Boosting the momentum of a long-standing program

Monopoly Coast to Coast

Opportunity

Find a compelling way to drive sales, guest counts, and digital engagement from a successful long-standing program.

peeling a sticker off a cup

Approach

Our research showed that guests were getting tired of collecting duplicate game stamps. With the intent of driving renewed excitement in stamp collecting, we gave every game stamp additional value online.​

treasure chest illustration

Outcome

Within tms’s digital experience we introduced the Bonus Chest. With every 5 game stamps entered, the Bonus Chest unlocked up to 8 exclusive partner discounts. We continued to exceed sales, guests counts, and check benchmarks from the previous year. Additionally, the game website continues to see high engagements with all aspects of the game.

burger box

Results

2.6 Million
visitors
13% YoY
visitor growth
11 Million
code entries
5% YoY
code entry growth

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Boosting brand love with an exciting promotion

Opportunity

Noticing a pattern of decreasing visits to its restaurants during the month of October, McDonald’s wanted to introduce a month-long program that would tempt customers back. We made it our objective to turn that around by crafting an experience that drove guest counts, reinvigorated sales, and boosted brand affinity.​

trick treat win

Approach

tms put a new twist on the standard sweepstakes promotion with an exciting Halloween campaign that drove guests back into stores.​

woman putting up pictures

Outcome

We developed a bold program called “Trick. Treat. Win!” which leveraged a timely Halloween theme and a chance at instant-win prizes to delight customers. And for the first time ever, our program gave customers the opportunity to choose the prizes they won. As well as owning the campaign strategy, our creative identity featured across stores, digital channels, and the campaign packaging.

mobile app

Results

1.3 Billion
sweepstakes entries
4.1 Million
app downloads

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Offering bite-size entertainment within the McDonald’s app

mobile app

Opportunity

February is the most challenging month to drive traffic at McDonald’s Australia locations. The brand needed to connect with customers directly and find a way to drive immediate traffic into restaurants through the MyMacca’s app.

laptop
3 mobile screens

Approach

To drive people into stores, we needed to get them engaging with the app. Our approach went beyond push notifications or advertisements. Instead, we designed a compelling experience that would excite customers and provide tangible reasons to head into stores. Inspired by the insight that over 17 million Australians are now gamers, we helped McDonald’s tap into this culture by providing customers with an opportunity to play games within the MyMacca’s app and win prizes.​

screenshot of character in mini game
geometric mcdonald's food art

Outcome

The result was Macca’s Mini Games, a hub of bite-sized entertainment which used gamification to give customers a reason to keep returning to the app. Customers had the chance to win iconic food offers every day, and our full-length mobile game, “Maccas Run” offered customers the chance to win cash prizes. This fully native in-app game integrated with McDonald’s tech stack technology, powered by tms’s own iWin gaming technology.

 

4 entries screen from mobile game

Results

17 Minutes
average time per session
73% Users
returned to the experience
59% Played
Macca’s run
38% Redeemed
at least one food prize

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Opportunity

McDonald’s Asia-wide National Breakfast Day campaign needed a digital component to boost breakfast sales across the region. Driven by the business goal to increase the breakfast business by 1% year-on-year, we tapped into the insight that most people hate mornings, but love them if there is something to look forward to. We created a promotion that was specifically designed to grow brand awareness and boost customer interaction every day.

surprises every day

Approach

Alarm clocks are enmeshed in our daily routines, with around 85% of people using one. However, they tend not to be thought of positively. We wanted to find a way for McDonald’s to become part of customers’ morning rituals but in a positive way. The McDonald’s Surprise alarm flips the negative connotations of an alarm clock on its head by giving customers something worth getting up for every day.

phone app

Outcome

tms created McDonald’s Surprise Alarm app, an alarm clock that delivers a fun surprise each morning. Users received McDonald’s food items, partner music tracks, entertainment, and more. From the strategy to the app build and even the language translations, we took the lead on bringing the customer experience to life. Our proprietary technology product iWin integrated with the app, empowering the prize distribution. Like a big roulette wheel in the cloud, it returned a secure, valid, and fair prize result in real time with each and every game play. With over 7.5 million app opens per day, the McDonald’s Surprise Alarm built brand affinity, increased visits, and drove incremental transactions in Singapore, Taiwan and Australia.​

Results

7.5 Million
App opens

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