tms evolves Australia and New Zealand McDonald’s MONOPOLY with Digital Ticket gameplay

MONOPOLY Australia and New Zealand logo, prizes, and Mr. MONOPOLY

McDonald’s MONOPOLY returned to Australia and New Zealand on September 6th and will continue for seven weeks. The game offers customers a chance to win prizes by peeling from selected McDonald’s items bought in restaurant. The peel reveals instant prizes and properties corresponding with the MONOPOLY board. Collecting a complete set of properties on the MONOPOLY board offers the chance to win fantastic prizes such as two ISUZU MU-X vehicles, $100,000 worth of eftpos e-gift cards, fuel for a year from Ampol, and up to 10 nights on a Pacific Islands P&O cruise.

This year, McDonald’s, tms and partner agencies are introducing Double Play, where eligible items will receive an additional chance to win upon scanning the physical code on their ticket. After peeling off the sticker from their food item, customers can scan a code on the voucher with the McDonald’s app using their mobile phone which allows them an extra digital peel — revealing prizes or properties.

We’re offering customers our great Macca’s value and so much more, with a chance to win cars, cash, travel and fashion gift cards, free Macca’s for a year and more. With a one in four chance to win, download the MyMacca’s app and get playing before it’s too late.

Tobi Fukushima
National Marketing Manager at McDonald’s Australia

While most promotions are solely about winning prizes, McDonald’s, tms and partner agencies have created a truly enjoyable game that customers adore year after year. Customers love the thrill of the peel, so now with Double Play, we can allow customers with eligible game pieces to get double the peeling feeling, first on pack and then again in the app with the digital gameplay experience enabling more ways to win.

This is the eighth year of partnership between tms and McDonald’s Australia & New Zealand, utilizing tms’s iWin proprietary game engine technology, which delivers secure and scalable engaging customer experiences like the new MONOPOLY Double Play game mechanic.

McDonald’s MONOPOLY Double Play is supported by a front-end experience developed by Akcelo, an above-the-line campaign developed by DDB, media planning and buying by OMD, emails and push notifications from CRM agency Digitas, and PR from Mango. 

The campaign will run in restaurants until Tuesday, October 24, 2023.

Every year we look for ways to raise the bar on this promotion, and this year is no exception. With Double Play, players will win more of their prizes through a secure, seamless digital experience, bringing them even more delight. The approach also brings McDonald’s more data insights needed to enable a more customized customer experience now and in the future.

Stu Nyman
Digital Client Engagement Lead, McDonald’s International at tms