McDonald’s Supercharges MONOPOLY Game’s 18th Year with Power Peel

McDonald's iconic annual MONOPOLY promotion is back for its 18th year. This time, it's supercharged with “Power Peel”, which will continue to build on the game's irresistible success and empower players to "peel on pack and make moves in-app."

The 2024 edition of McDonald's MONOPOLY launches on Wednesday 4th September for six weeks, building on what customers and fans love most: the PEEL. McDonald’s and global marketing agency tms are powering up the peel, through a bold and vibrant new neon identity. Plus new digital innovations, that supersede the excitement and joy of the last two years of Double Peel.

The new updated promotional campaign is set to inspire the nation to make moves at a time when customers are seeking more value and more joy with every purchase. “Power Peel” meets that need by creating a joyful world customers can immerse themselves into, and new ways to win, that elevate the McDonald’s MONOPOLY peel-good experience.

Mayfair Monday is a new digital peel experience where one person will win £20k cash instantly on each Monday of the campaign (excluding 14th October). Inside the app, players can also find the Mr Monopoly Bonus Reward: when 30 Property codes are entered, customers are awarded 1,500 MyMcDonald's Rewards points which provides access to the first tier of rewards on the MyMcDonald’s Rewards programme.

At the same time, there is a refreshed and exciting prize pool with over 70 million prizes up for grabs, including new brands Jet2Holidays and Currys offering prizes such as holiday spends of £2k and brand-new Hisense TVs. Whilst also leaning into the world of MONOPOLY and giving customers more relevant prizes, from Train credit to ‘Free Parking’.

The much-loved peel-on-pack element remains, giving customers a chance to reveal a property or get an instant win. But the fun continues in app, as players can scan property codes to collect them in the McDonald’s app, where they can complete their set and win. When customers bank a property in app, they’re also given an additional chance to win through an extra in-app peel, keeping customers engaged in both the physical and app-based elements of the game.

tms developed the MONOPOLY Power Peel campaign strategy, game mechanic, visual identity, packaging and digital gameplay.

Joe Light, brand manager at McDonald's UK said, “We’ve loved developing the “Power Peel” MONOPOLY game at McDonald’s at a time where customers are looking for that extra bit of value and joy in their every day. 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!”

John Viccars, international marketing strategy Lead at tms, said, "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. 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.”

To launch the promotion, Leo Burnett UK has created an integrated campaign that celebrates the feeling of power the new peel mechanic gives fans. The hero film at the heart of the campaign, directed by Josh Cohen features customers from across the country harnessing a pink energy in their fingers as they peel McDonald’s packaging to win prizes including a Mini, and cash. Supporting the film, vibrant OOH showcases the promotion and social invites players to get involved. Media planning and buying is by OMD; with a restaurant and below-the-line campaign by Linney, and interactive email and push notifications created by Armadillo.  

PR agency Red Consultancy lead on the earned media and paid influencer content for the MONOPOLY campaign - generating excitement for the return of the MONOPOLY game and educating customers on new game plays.