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.
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.
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.
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.
tms is proud to have created a robust restaurant — experience for McDonald’s Cardi B and Offset couple’s meal launching on Valentine’s Day.
First announced following the Super Bowl, McDonald’s collaboration with one of music’s biggest husband-and-wife duos was hotly anticipated. tms worked closely with the famous couple’s teams to create the campaign promotional assets seen throughout the customer retail experience. Our creative begins at the restaurant exterior and continues in-store, or to the drive-through point-of-purchase, and then closes the loop with post-purchase imagery featuring Cardi B and Offset congratulating customers on their order choice. That’s not all, as Boxer Brand Design — our embedded branding and packaging agency — executed the creative focus to produce eye-catching promotional carry out bags and cold cups given to customers for the duration of the program.
Available until March 12th, there’s still time to get your order in!
tms sought to refresh the McCafé® bakery packaging to match the brand’s updated visual identity. It was essential we conveyed that the coffee experience at McDonald’s was simple and uncomplicated with bold graphics that complement the McCafé ® branding.
tms rebranded McCafé® packaging by leveraging the McDonald’s signature gold color scheme and coupling it with simple, playful designs to signal a “gold standard” experience and quality that the customer can trust.
We refreshed the existing suite of McCafé® packaging, producing a modern and cohesive 12-piece packaging system that included bakery and coffee products.
Find a compelling way to drive sales, guest counts, and digital engagement from a successful long-standing program.
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.
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.
Fancy a McDonald’s? An invitation to McDonald’s is so universally understood, it can be communicated without uttering a single word. Sometimes a simple eyebrow raise is all it takes.
Asked to create a campaign that complements the film “Raise your Arches” developed by Leo Burnett, tms got to work in translating the fun and excitement of this TV Ad to the app experience through an interactive offer reveal mechanic. Over a backdrop of soundtrack “Oh Yeah” by Yello, this activation drives further engagement in the McDonald’s app, our team crafted and executed the concept, digital design and build for this in-app activation.
From 16th through to 29th January, UK McDonald’s app users can ‘raise the arches’ of the two main characters from the TV ad to be awarded with a mouth-watering food offer for redeeming the same day.
“Raise Your Arches is such an excellent campaign idea — we couldn’t wait to get started on the App Sales Promo to support it. Leveraging strong campaign insights, we kept the app concept simple so customers can reveal offers quickly and ask each other… ‘Fancy a McDonald’s?’” said Gemma Downing, Account Director at tms.
This program has been featured in:
– The Drum
– Ad Gully
There was no better way to usher in the holiday season than with sharing! We were thrilled to help launch SZN of Sharing in the McDonald’s app — a first-of-its-kind holiday offer — last month.
Our team worked alongside McDonald’s agency partners to bring SZN of Sharing to the US market from December 5 to 25, including an Appstakes, exclusive access to merchandise for purchase, and food offers for participating McDonald’s customers. We also amplified the campaign via retail elements and festive SZN of Sharing packaging.
During two different drops on December 7 and 14, fans had the opportunity to secure exclusive merch via Golden Arches Unlimited. The first featured Chicken McNuggets stockings, McDonald’s Dream Order PJs, a McDonald’s AM Wrapper Hoodie, a PM Wrapper Hoodie in Egg McMuffin or Cheeseburger prints, and a puzzle featuring your favorite McDonald’s dipping sauces. We partnered with Diamond Supply Co.® on the second drop of Hamburglar graphic tees, hoodies, and beanies.
Most notably, we brought customers not only daily deals on fan-favorite menu items but also the chance to win a rare “McGold Card.” Three lucky winners will receive a card that they can use to access “McDonald’s for Life”* as well as three additional McGold Cards to give to three of their closest friends.
“A program that leveraged so many of our teams to drive results, SZN of Sharing is a fantastic example of the ‘Power of And’ that emphasizes our commitment to continuously building and solidifying our partnership with McDonald’s,” said Brooke Bohannon, VP Account Director, tms.
*McDonald’s For Life reflects two meals/week for 50 years. No Purchase is Necessary to enter/win a prize. A Purchase Will Not Improve Chances of Winning. McDonald’s for Life Appstakes begins 12/5/22 and ends 12/25/22. Open to residents of the 50 U.S./DC, 16+ only. Must be opted into the My McDonald’s Rewards program. To enter without making a purchase, see Official Rules at McDonaldsforLifeSweeps.com for the Entry link and details. Limit 1 entry/day. Void where prohibited. Odds of winning depend on the number of Entries received for the applicable drawing.
On October 3, McDonald’s launched its new program, Artist Residency, which offers rotating designers the chance to reimagine McDonald’s most iconic menu items. Each designer is given the opportunity to transform an everyday trip into a one-of-a-kind experience for multicultural youth tastemakers.
As one of the hottest streetwear brands today, Cactus Plant Flea Market (CPFM) were the perfect brand to kickstart the program, offering grown ups a nostalgic box and the chance to collect limited edition collectibles.
CPFM is owned by Cynthia Lu — in a game dominated by male designers, Lu is in her own genre — and beloved by influencers for the unique range of characters that grace its designs. It’s these characters that are brought to life as collectible figurines.
Developed in tandem with Wieden + Kennedy, tms (formerly The Marketing Store) and HAVI took the lead on developing all retail and omnichannel assets, as well as the execution of the collectibles from creation to distribution strategy.
Historically, programs of this size tend to be delivered by siloed teams focused solely on their specific areas. However, we were able to leverage the collective expertise across tms (formerly The Marketing Store) and HAVI to create a more succinct process and successful outcome.
“Artist Residency allowed tms (formerly The Marketing Store) and HAVI to showcase how truly ingrained we are in the McDonald’s ecosystem. Whether it be Supply Chain planning, OPNAD resourcing or Retail Premium production, our system expertise was on full display and integral to the success of the program,” said Devin Hauser, SVP of Client Engagement, McDonald’s Americas and North America Regional Lead at tms (formerly The Marketing Store).
Since 2019, McDonald’s has celebrated creative excellence across their Global Marketing System through the Feel-Good Marketing Awards. With over 300 submissions across 11 categories, we were proud to see several programs that our teams worked on receive awards this year.
Brand Affinity
Gold | Famous Orders: BTS & Saweetie Meals (US)
Silver | Reindeer Ready
Deliciousness
Silver | Fan Truth Highlight Reel 2.0
Integrated Campaign: Media & Creative
Gold | Famous Orders: The BTS Meal
Bronze | Reindeer Ready
Performance Marketing
Gold | Famous Orders: The Mariah Menu
Data Driven Activation
Bronze | Macca’s MONOPOPLY — Game On!
Grand Prix
Famous Orders: The BTS Meal
We’re particularly proud to be one of the agency teams who worked on the Grand Prix winner — The BTS Meal. This fan favorite program was a great example of a campaign that sparked meaningful connections with customers and reinforced brand love in new ways.
Jim Eby, Chief Creative Officer, McDonald’s Americas at tms (formerly The Marketing Store) said, “What an incredible honor to see our programs acknowledged at this year’s McDonald’s Feel-Good Marketing Awards. I am so proud to be a part of several winning campaigns and teams across tms — as we continue to deliver best-in-class creativity that is being recognized by our clients, partner agencies and most of all, our consumers. tms continues to be a major contributor in building the McDonald’s brand and accelerating growth through strengthening connections with our multi-cultural youth consumers.
Congratulations to all the short list nominees and winners! A special shout-out to the Grand Prix Winner, Famous Orders: The BTS Meal teams around the world who made this program a global success.”
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.
tms put a new twist on the standard sweepstakes promotion with an exciting Halloween campaign that drove guests back into stores.
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.
Trick or eat? You make the choice in our latest digital promotion on the McDonald’s app, Trick or Eat…If You Dare. From October 25th-31st, tms (formerly The Marketing Store) is bringing tricks and treats alike, and even giving customers the chance to win a Gold Card!
During the week leading up to Halloween, users will have the chance to engage with haunted tap-to-reveal doors in the app. Each day will feature a new door with a unique spooky design and character. Select ‘Trick’ and you’ll be taking a risk but could reap bigger rewards — winners will receive one free McDonald’s meal per week for a year. Customers can also play it safe, avoid the extra fright, and receive a bite, a food offer on core menu items, if they choose ‘Eat’ instead.
“We all love trick or treating at Halloween but when it comes down to it, we tend to fall into two types of people. The ones that get delight from a quick fright and the ones that take flight and cower away. This idea plays with that hypothesis, testing people’s daring nature and rewarding them with a spookily delicious daily choice. Question is… will they dare for a fright or play it safe with a bite?” said Stephen Bushe, Executive Creative Director, McDonald’s at tms (formerly The Marketing Store).
We love any chance to bring a scarily-good new campaign to McDonald’s customers and to drive digital engagement.
