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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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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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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