A new McDonald’s campaign marks the 18th edition of its annual promotion, bringing its classic peel-on-pack concept online and encourages customers to embrace the ‘power peel’.
A hero film from McDonald’s creative agency of record Leo Burnett shows customers developing a purple ET-like finger which draws in prizes from cars to holidays when they peel the pack.
Supporting the film, vibrant out-of-home showcases the promotion, while a full social programme invites players to get involved.
McDonald’s UK brand manager Joe Light said: “We’ve loved developing the ‘Power Peel’ Monopoly game at a time where customers are looking for that extra bit of value and joy in their every day.”
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“From the refreshed prize pool and the new gameplay to the amazing neon world we have created, we’re more than excited to see this one launch in restaurants and give people the power to make moves and win with their McDonald’s Monopoly food.”
Featuring the much-loved peel-on-pack element which gives customers the chance to win a property or get an instant prize, the updated game also gives customers the chance to use their app to scan a property and be in with the chance of winning a ‘double peel’.
The digital strategy, game mechanics, visual identity, packaging and gameplay was developed by tms.
“The nation’s mindset has shifted and we are all finding new ways to work smart and unlock more value and joy in our daily lives,” said tms international marketing strategy lead John Viccars.
“Customers loved McDonald’s Monopoly Double Peel in the last couple of years, so we are supercharging the experience further to give customers more joy and more chances to win. Seamlessly integrating the physical and digital experience into one exciting gameplay journey that is entertaining and empowering.”
A total of 70 million prizes can be won in the competition, which lasts for six months from 4 September. These include offers and deals from Jet2Holidays, Currys and more, such as train credits and free parking.
Media planning and buying is by OMD, with a further restaurant and below-the-line campaign by Linney, and interactive email and push notifications created by Armadillo.
