tms Doubles the Appeal of McDonald’s MONOPOLY Game with Double Peel Gameplay

McDonald’s MONOPOLY Double Peel is back for a second year, offering players another chance to double up on the excitement of the UK’s biggest prize promotion. Double Peel was introduced by McDonald’s and tms for last year’s McDonald’s MONOPOLY game extending the long-running prize promotion into the mobile app.

McDonald’s MONOPOLY returns to the UK for its 17th year for six weeks – the game offers customers a chance to win prizes by peeling from selected McDonald’s items bought in-store. The peel reveals instant prizes and properties corresponding with the MONOPOLY board. Collecting a complete set of properties on the MONOPOLY board – such as the blues of Park Lane and Mayfair – offers the chance to win fantastic prizes such as £100,000 cash.

McDonald’s and tms introduced Double Peel in 2022 to give customers an extra chance to enjoy the peel and this year they are repeating the offer. While most promotions are solely about winning prizes, McDonald’s and tms have created a truly enjoyable game that customers adore. Research shows customers love the thrill of the peel, so doubling up with Double Peel allows customers to get double the peel feel, first on pack and then again in the app. They get double the playtime with the digital gameplay experience and double the fun with more ways to win in the app.

Customers quickly adopted Double Peel when tms launched it last year. Now the new 2023 added gameplay features increase the fun even more. Customers playing in the app can unlock a new gameplay that gives them another chance to win. “Bank or Swap” means customers who reveal a more frequently found property can either bank it in their digital wallet, or they can swap it for another more frequently found property – which could turn out to be the same one – or swap it for a £100K prize draw entry.

With ‘believability’ being a challenge and a crucial dimension to the campaign, Leo Burnett and OMD have created a huge dynamic OOH activation to reassure and reinforce that customers do actually win big prizes. It tallies up how many prizes have been won, including total prizes and specific prizes, using real-time data and API with the help of tms and Grand Visual. That same API enabled Armadillo to elevate their data-driven CRM programme, further encouraging the next-best action from customers – and getting more people to play the game.

tms developed the MONOPOLY Double Peel campaign strategy, game mechanic, visual identity, packaging, digital gameplay and language, including the campaign strapline “PEEL on pack then PEEL in app.”

McDonald’s MONOPOLY Double Peel is supported by an above-the-line campaign developed by Leo Burnett, media planning and buying by OMD, and CRM strategy, email and push notifications by CRM agency Armadillo, in restaurant POS from Linney, as well as PR from RED and social from Oliver.

Rosie Farmer, account director at tms, said, “After a huge take up of McDonald’s MONOPOLY Double Peel game last year, we decided to repeat the experience with additional features. Fusing physical and digital play has been a hit with customers and this year we are also introducing the “Bank or Swap” mechanism which will increase the fun even more.”

John McClure, brand manager at McDonald’s UK, said, “McDonalds MONOPOLY returns for its 17th year on the trot, and the only people more excited than us are our customers. We have doubled down on our successful ‘Double Peel’ innovation that extends the game into digital spaces, but as always have evolved the game from last year to increase the fun even more with a rejuvenated prize pool and the all new “Bank or Swap” feature!”

The campaign will run in restaurants until Tuesday October 16th.